Embed Size (px)
Citation preview
Ford Fiesta Movement
Situation Analysis
Target Groups
Strategy
Questions
Situation Analysis
Situation Analysis
Ford Fiesta Movement
We promoted the new Fiesta model by selecting 100
social agents to show off the Fiesta through promotion on
social media networks.
FFM in Numbers
Social Media Reach
FFM in Numbers
4.3 mil views on YouTube 10,000 videos posted
540k views on Flickr20,000 photos posted
3 mil Twitter user reach5,300 followers
2,100 Facebook Fans 27,000 Blog Posts 2,300 News Stories
7,840,000 views
Was FFM Successful?
35,000 test drives
Was FFM Successful?
38% of 14 - 24 year olds aware of Ford Fiesta
Was FFM Successful?
The Fiesta Movement built excitement and awareness for the Fiesta
Possibly.
Can this work for other models?
Can this work for other models?
Right now, social media users are young. For Ford car models targeting an older demographic, a social media campaign would miss its audience.
Can this work for other models?
It depends on the growth of social media over time and the demographic using it.
...what’s next?
convert 50,000 sales leads to actual sales
Target Groups
16 - 24 Years Old
Fun & HipLove the Agents
Young Professional(22 - 30 Years Old)
Versatility of the carPractical = parking &
trunk use
Parents/Decision Makers
SafetyCost over time
Strategy
Online Traditional
Young CrowdParents & Decision Makers
Young Professionals
StrategyPart 1: Test Drive & Pre-Sale Event
Timeframe:
Weekends in May
Locations:
Major cities across the
SE, SW, Central, NE &
NW United States
Agents:
Top regional agents
with successful content
go to events in their
region
StrategyPart 2: Digital Marketing
Agent of the Month Campaign:
Timeframe: January - June
Social Networks: YouTube, Facebook, & Twitter
Components: Weekly clips from agent interviews for Agent of the Month, comments about favorite car features & funny stories.
Weekly Bloopers from Original
Campaign:
Timeframe: January – June
Social Networks: YouTube, Facebook, Twitter
Promotional Status Updates:
Timeframe: April – May
Social Networks: Facebook, Twitter
Component: Ford & social agents post about pre-sale Event
StrategyPart 3: Traditional Media
TV Commercial:
Timeframe: January - June
Objective: Emphasize overall cost and safety features, appeal to Parents/Decision makers.
Promotional TV Commercial:
Timeframe: April - May
Objective: Test drive and pre-sale event commercial. Appeals to parents/decision makers.
Jan. ‘10 Feb. ‘10 March ‘10 April ‘10 May ‘10 June ‘10
A.O.T.MBloopersTV1
A.O.T.MBloopersTV1
A.O.T.MBloopersTV1
A.O.T.MBloopersP.S.TV1/TV2
A.O.T.MBloopersP.S.TV1/TV2TD & PS
A.O.T.MBloopersP.S.TV1/TV2
A.O.T.M = Agent of the month campaign
TV1 = Car - Focused Commercial
Bloopers = Weekly Blooper Clips
P.S. = Promotional Status Updates
TD & PS = Test Drive & Presale
TV2 = Test Drive & Pre-Sale Commercial
Timeline Overview
Questions?
