Assignment
“How can we increase our profile regarding our work on the electrification of heavy transport?”
“How do we position ourselves as a strong player in the field – not only in terms of vehicles but also in terms of charging solutions and charging infrastructure?”
“And how can we help haulage companies, truck drivers and decision-makers learn more about electric trucks and charging solutions so that electrification can happen quicker?”
These were just some of the challenges of the assignment with which Scania came to Appelberg.

Solution

Appelberg worked with Scania’s global communications department, to develop an e-Mobility Hub, a dedicated editorial page on the Scania Group website which was entirely focused on electrification. Here we provide the reader with lively, useful, interesting and easily accessible content – films, technical articles, case studies, trend spotting and expert tips that will inspire and guide the target groups in their own electrification journey. All of the content is designed to interact as much as possible with Scania’s social channels, where Appelberg, along with the Scania Group communications department, works with strategy and operational campaigns.

Results
The content on the e-Mobility Hub has been very well received by Scania’s external audience. This is especially noticeable when articles and other content from the content hub have been published in Scania’s various social media channels. Campaigns on Linkedin and Meta that are based on the hub’s content have now started rolling in Scania’s markets, with a mix of video, carousel and still image ads.

Australia became the first market for advertising where there was a strong engagement with the target group. The campaign achieved a wide reach, great engagement and a high completion rate for the video ads – a full 35% of readers watched the videos all the way through. In addition, the campaign has led to sales conversion in the form of concrete enquiries.

Here is the link to Scania’s e-Mobility Hub