---
id: "entity-volvo"
type: "entity"
source_timestamps: ["§ Expertise: From Credentials to Consistency"]
tags: ["automotive", "case-study-failure"]
related: ["entity-chriselle-lim", "concept-influencer-expertise"]
entityType: "organization"
canonicalName: "Volvo"
aliases: ["Volvo Cars"]
sources: ["attention"]
sourceVaultSlug: "hbr-seg-attention"
originDay: 4
articleStem: "hbr-foci-65-influencer-marketing-trust"
sourceUrl: "https://hbr.org/2025/12/how-to-do-influencer-marketing-that-customers-actually-trust"
sourceTitle: "How to Do Influencer Marketing That Customers Actually Trust"
---
# Volvo

An automotive brand that attempted to reach new audiences by partnering with fashion creator [[entity-chriselle-lim|Chriselle Lim]] to promote its **eco-friendly line**. The campaign **failed to generate trust** because the influencer lacked consistent prior engagement with sustainability or mobility topics — a textbook failure of the [[concept-influencer-expertise|Expertise]] dimension and, in enrichment terms, a poor **match-up** between endorser and product. Contrast with the successful [[entity-canon|Canon]] × [[entity-emma-chamberlain|Emma Chamberlain]] pairing.