How Volvo seeded three luxury models on Douyin around Chinese New Year

Under “新的一年安全感拉满” (A New Year with a Full Sense of Security), Volvo translated its safety credentials into needs at different life stages, supporting the “安全即豪华” (Safety Is Luxury) proposition. All eleven posts were videos: lifestyle-led vlogs placed the XC60 in family trips, the S90 in professional commutes and the EM90, a premium electric MPV, in high-end business receptions. Relatable problems—excess luggage, old-fashioned MPVs and a need for private space—introduced solutions including “婴儿级安心无敏环保材质” (baby-grade, reassuring, hypoallergenic and environmentally friendly materials), ergonomic seats and a quiet cabin. Launch-event and new-product moments sat alongside Chinese New Year and 繁花 (Blossoms Shanghai) screen-culture hooks.

The work targeted affluent urban family decision-makers aged 30–40, with particular attention to urban professional women and needs spanning parenting and business travel. Spoken scripts mentioned purchase offers and purchase-tax reductions, with lifetime maintenance on some models. Store visits and test drives formed the conversion path; there was no price-discount mechanic or hard deadline, keeping the tone relaxed and premium.