The document outlines Ferrari's proposed digital strategy to increase its global brand following and sales. The plan is to create a viral video series highlighting the joy of Ferrari ownership through high production videos of exciting driving adventures. This type of exciting content would appeal to Ferrari's target market of wealthy car enthusiasts and collectors, and be shared widely online as Pennzoil's similar "Joyride" series has been successful in gaining millions of views. Ferrari aims to measure the success of the video series through analytics like views, shares, and increases in social media engagement and sales.

1. FERRARI’S NEXT DIGITAL STRATEGY
Steven Teitelbaum

2. WHAT’S THE GOAL?
• Increase Ferrari brand’s global following
• Increase number of potential customers in Ferrari fan base
• Increase brand recognition
• Ultimately, grow the Ferrari brand and increase sales

3. WHO TO TARGET?
• Niche market
• Target market’s characteristics
• Wealthy
• Expensive Taste
• Car Enthusiasts/Collectors
• Racing Enthusiasts
• Ferrari “Fanboys”

4. THE PLAN OF ACTION
• The plan is to go viral
• A wildly exciting video series of Ferrari ownership adventures
• High-production video series highlighting the joy of owning a Ferrari
• This type of video appeals to the target market
• Going viral means it would be shared all over the internet

5. WHY THIS WILL WORK?
• High-production videos would highlight the brand’s most appealing characteristics
such as…
• High-Speed
• Insane Luxury
• Joy of Ownership
• The videos would be rich in content, thus containing enough value to be shared
online by users

6. IT’S WORKING FOR PENNZOIL
• Pennzoil’s JOYRIDE video series is a success
• High-production videos of fast cars driving spiritedly
• The JOYRIDE videos have gone viral
• The JOYRIDE series has millions of views and are still gaining
popularity as they’re being shared all over the internet
• https://www.youtube.com/watch?v=_WBxpalG10g

7. FERRARI CAN DO IT BETTER
• Ferrari has the opportunity to do it even better
• Ferrari has very attractive products, so there is already greater appeal than a motor
oil company
• If Ferrari creates a high-production film series with exciting driving stunts, it would
be shared rapidly online

8. THE RESOURCES
• High-production films would require at least 4-6 to complete
• Each video could cost upwards of $2 million to produce
• A world-class team of producers and would be required to ensure top quality

9. THE METRICS
• To measure success, Ferrari could track the number of…
• Views
• Shares
• Likes and dislikes
• Comments
• Reposts
• Mentions
• Increase in social media following
• Increase in website traffic
• Increase in sales
• etc.

10. OPPORTUNITY