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Fiesta movement case study

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  • 1. Fiesta Movement Case Study in Social Advertising
  • 2. What Is It? 6-month experiment in promoting a new car to a younger demo through social media using 100 people determined to be key players in social with large followings.
  • 3. Situation
    • Ford needs to break through the stereotype that they are only F-150 trucks catering to white, suburban family men when launching the subcompact Fiesta in the US. The target demographic would be very different and much younger than Ford’s typical demo:
    • More ethnically diverse  Includes both men and women
    • Tend to be city dwellers  Under 30
    • Key Objectives:
    • Reach millenials whom were notoriously difficult to engage
    • Start a national conversation about Ford for a new generation
    • Work with contemporary culture instead of against it
    • Generate US sales for a style that had previously only been successful overseas
    • The Plan:
    • “ Ford would literally hand over cars, and figuratively hand over its brand, to 100 drivers, called Agents. In exchange for six months of all expenses paid use of a new Fiesta, the selected drivers would be asked to use social media to share their Fiesta experience with friends and followers. They would blog, tweet, post photos to Flickr and make YouTube videos, all of which would move organically through their social networks.”
    • Source: Harvard Business Review Case Study # 9-511-117
  • 4. Challenges
    • Marketing to millenials
    • Doubts from internal skeptics
    • No models in showrooms
    • Control over what agents say about the cars
    • Concern over serious accidents
    • Concern over criminal activities
    • Concern over care for and return of cars
    • How to measure performance
  • 5. Steps Taken
  • 6. Amplification Agent Profile Average Age: 28 56% Male  35% Female  9% Teams
    • 4,100 culturally diverse video applications were received representing all 50 states. The selection team was looking for people that:
    • Thrived on discovering new things and telling others new things
    • Were viewed as fun, clever, and in the know
    • Had social media integrated in their daily lives and did not consider it an obligation or afterthought
    Facebook 89% 780 Avg Friends Twitter 80% 2,188 Avg Followers You Tube 66% 2.2mm Avg Highest Views Blog 54% 338.4k Avg Followers
  • 7. Findings
    • Only initial findings were provided for first 2 months
    • Cost: $5mm
      • $2mm in cars and infrastructure
      • $500,000 per month to maintain the program
    • Approximately $350 calculated CPM
    • Build familiarity of the Fiesta nameplate: 42% vs benchmark of 23%
    • Monthly visits to Fiesta website: 289k MUV’s vs benchmark of 144k
    • Test Drives: 17% of recorded 6,000 provided by agents
    • Extensive press coverage with 33% sov: 92% favorable or neutral
    • No content went viral
  • 8. Questions?