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  • 1. Social Media Campaign By Group 7: Deepesh Chatterjee (P122009) Neehar Bhartiya (P122028) Pooja Gupta (P122033) Vidit Jain (P122051)
  • 2. The Fiesta Movement 6-month experiment in promoting a new car, Ford Fiesta to a younger demothrough social media using 100 people determined to be key players in social with large followings.
  • 3. US Car Market• Divided into 4 categories on the basis of interior volume ofcar• Ford Fiesta belongs to B segment  interior volumebetween 85-99.9 cubic feet• Segment B cars available in the range of $10,000-18,000• Toyota & Honda were main players in this category• Segment B customers: entry level vehicles by youngpeople upon landing a first job or by older buyers wholooked for fuel efficiency & compactness• 2/3rds buyers of segment B is over an age of 40• Demographics of segment B: millennials • Tech savvy and socially active • culturally diverse • includes both men and women • city dwellers
  • 4. General Perception about Ford• Ford held 16.7% share of US automotive market.• Closest competitors: GM (17.6%), Toyota (17.5%) andHonda (10%)• Best known for F-series (rugged trucks) and SUVs andclassic sports car Mustang,• no car in this category since 1981; Aspire was introducedin 1994 which was a big failure• not in consideration set of young buyers looking for smalleconomical vehicles• Need to break through the stereotype that they are only F-150 trucks catering to white, suburban family men
  • 5. General Perception about Ford
  • 6. Ford Fiesta• Fiesta is an Spanish word which means festival orcelebration.• positioned towards young, first time car buyers• designed for Europe in response to1973 oil crisis• smaller front-wheel drive vehicle  small car• light car, eye-catching colors, high tech features like key-less entry, 7-shades of ambient lighting , sync in carcommunications and entertainment systems
  • 7. 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
  • 8. Plan – The Fiesta Movement• Selecting 100 agents to try Fiesta on Ford’s expense• Create user generate content to spread experience withothers• 6-months plan had different missions for each month(Travel, Technology, Style & Design, Social Responsibilty)• dedicated website Fiesta website• users were allowed to share on other social mediaplatforms• controlled by Mission controller’s job was to provide 24/7support to all the agents• publicists were kept for help• the campaign was controlled by mission controller as themission controller would approve the video before uploadingit
  • 9. Amplification Agent Profile4,100 culturally diverse video applications were receivedrepresenting all 50 states. The selection team was lookingfor 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 Average Age: 28 consider it an obligation or afterthought 56% Male  35% Female  9% Teams 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
  • 10. Challenges Marketing to millenials Doubts from internal skeptics No models in showrooms Control over what agents sayabout the cars Concern over seriousaccidents Concern over criminal
  • 11. Steps Taken • At the Frankfurt Motor Show, Ford stages a dramatic unveiling of the Verve conceptSept car that eventually becomes the new Fiesta2007 • “Drive One” campaign: series of short 15-second spots showing actual ownersEarly sharing a single favorite aspect of Ford2008Sept • The Fiesta movement becomes an official Ford initiative2008April • 100 agents are announced at the New York Auto Show2009 • Movement Months: Mission Control issues monthly themes and missions • Shot and edited videos sent to a private network for approval by Ford and approvedMay videos were posted to Fiestamovement.com– Oct • Agents encourage, but not contractually obligated, to tweet, post status updates,2009 photos, or blog entriesJune • Initial evaluation of progress2009April2010 • Ford Fiesta sales begin in US
  • 12. Findings Cost: $5mn - $2mn in cars and infrastructure - $500,000 per month to maintain the program 65% males and 35% females; under the age of 34 years and 81%non-Ford owners 655 videos were posted against 600 targeted;,on an average avideo was viewed 1600 times; most popular video was viewed 200,000 times; agents blogged 632 times posted 5535 photos, each photo wasviewed 108 times;;
  • 13. Findings Build familiarity of the Fiesta nameplate: 42% vs benchmark of23% Monthly visits to Fiesta website: 289k MUV’s vs benchmark of144k Test Drives: 17% of recorded 6,000 provided by agents Extensive press coverage with 33% sov: 92% favorable or neutral No content went viral
  • 14. Conclusion Offered a product that no other car in that category offered; segment Bcustomers might aspired to buy cars with good features but couldn’t  Ford filledthe gap colors of the cars and technology offered was well aligned to target groupsneeds user generated content helped build brand trust and reliability of the productreview campaign was semi-controlled; themes/missions were assigned and the videoswere approved before uploading generated curiosity before the product could be offered for trial customers know what to expect from product before trials