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Ford Fiesta Movement Social Media Campaign Value


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Insight into the success of Ford's Fiesta Movement Social Media Campaign.

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Ford Fiesta Movement Social Media Campaign Value

  1. 1. 2011 Ford Fiesta<br />Social Media Marketing Campaign<br />Fiesta Movement, Chapter 1<br />May – November 2009<br />Dam Le<br />Social Media Marketing & Management<br />Schulich School of Business, York University<br />
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  3. 3. 100 people receive a Ford Fiesta<br />Socially-vibrant ‘Agents’ digitally capture experiences and share through social media sites<br />Agents are to complete monthly missions<br />Ford is aiming at the Millennial cohort<br />Each agent to create a social media conversation<br />Deliver message through a broad spectrum of media<br />3<br /><br />
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  9. 9. Social Media Campaign<br />Over 1.0 million miles driven<br />3.0+ million twitter impressions<br />37% awareness of the Ford Fiesta<br />117 million consumer engagements<br />50,000 interested potential customers<br />60% vehicle recognition in Ford’s survey <br />11 million social networking impressions<br />Golden Effie for the Ford Fiesta Campaign<br /><br /><br />9<br />
  10. 10. What’s next?<br />Spend 25% of marketing budget on digital and social media<br />Launch a campaign using traditional media<br />Adapt SM campaign for new Ford Explorer<br />Take the digital and social media campaign for Ford vehicles global<br />Monitor frequency of mentions in social media<br />Fiesta Movement 2 begins December 2009<br />10<br /><br />
  11. 11. 11<br />Brittani Taylor – AGENT 21<br />Socially networked Millennial<br />Actress, artist, and cupcake fanatic<br />Enjoys long walks on the beach, and sunsets<br />Lives in Los Angeles, California, USA<br /><br />
  12. 12. Ford Fiesta vs. Lamborghini Gallardo<br />YouTube Video Link<br />12<br />