Ford Motor Indonesia launched a new car targeted at younger consumers. To promote it, they launched the Ford Fiesta Movement campaign using social media and digital channels popular with younger audiences. The campaign encouraged users to create dance videos and share them socially to earn fans for Ford's Facebook page. Over 7 months, the campaign acquired 50,000 fans and increased car sales by 135%, showing the effectiveness of their viral and engaged digital marketing strategy at reaching younger audiences.

1. Ford Fiesta Movement
2011

2. Background
Ford
Motor
Indonesia
(FMI)
launched
new
car
in
Indonesia
for
younger
target
segment.
Understanding
the
younger
market,
FMI
uses
the
most
engaging
and
interac=ve
channel
to
support
the
main
communica=on
(ATL)
–
Digital
channel.

3. Objective
• Build
engagement
with
consumers
by
u=lizing
the
growing
trend
of
social
community
website
• Acquire
fanpage
members

4. The result
• 22,493
Videos
made
by
2733
registered
users
• 214
registered
quiz
players
• 50.000
fans
in
7
months
• 135%
increasement
in
sales
Start
May
670
fans
End
Dec:
50.000
fans

5. Mechanism
viral
videos
Digital
placements
ATL/BTL
support
Phase 1
DANCE
CREATOR
Insert
friends
Blast
the
animated
GAME
animated
character
dance
video
to
create
an
animated
in
the
video
friends
wall
dance
video
Facebook
fan
page
Phase 2
SHOUT
OUT
QUIZ
Get
feedbacks
from
Unlock
serial
Blast
to
wall
friends
quizzes