Ford Fiesta Social Media Campaign


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Ford Fiesta Social Media Campaign

  1. 1. Social Media Campaign By Group 7: Deepesh Chatterjee (P122009) Neehar Bhartiya (P122028) Pooja Gupta (P122033) Vidit Jain (P122051)
  2. 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. 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. 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. 5. General Perception about Ford
  6. 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. 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. 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. 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. 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. 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– 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. 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. 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. 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