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Social Media Campaign

                       By Group 7:
              Deepesh Chatterjee
                         (P122009)
        Neehar Bhartiya (P122028)
           Pooja Gupta (P122033)
              Vidit Jain (P122051)
The Fiesta Movement

     6-month experiment in
   promoting a new car, Ford
    Fiesta to a younger demo
through social media using 100
  people determined to be key
   players in social with large
            followings.
US Car Market
• Divided into 4 categories on the basis of interior volume of
car
• Ford Fiesta belongs to B segment  interior volume
between 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 young
people upon landing a first job or by older buyers who
looked 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
General Perception about Ford
• Ford held 16.7% share of US automotive market.
• Closest competitors: GM (17.6%), Toyota (17.5%) and
Honda (10%)
• Best known for F-series (rugged trucks) and SUVs and
classic sports car Mustang,
• no car in this category since 1981; Aspire was introduced
in 1994 which was a big failure
• not in consideration set of young buyers looking for small
economical vehicles
• Need to break through the stereotype that they are only F-
150 trucks catering to white, suburban family men
General Perception about Ford
Ford Fiesta

• Fiesta is an Spanish word which means festival or
celebration.
• 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 car
communications and entertainment systems
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
Plan – The Fiesta Movement
• Selecting 100 agents to try Fiesta on Ford’s expense
• Create user generate content to spread experience with
others
• 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 media
platforms
• controlled by Mission controller’s job was to provide 24/7
support to all the agents
• publicists were kept for help
• the campaign was controlled by mission controller as the
mission controller would approve the video before uploading
it
Amplification Agent Profile
4,100 culturally diverse video applications were received
representing all 50 states. The selection team was looking
for 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
Challenges
 Marketing to millenials
 Doubts from internal skeptics
 No models in showrooms
 Control over what agents say
about the cars
 Concern over serious
accidents
 Concern over criminal
Steps Taken
        • At the Frankfurt Motor Show, Ford stages a dramatic unveiling of the Verve concept
Sept      car that eventually becomes the new Fiesta
2007
        • “Drive One” campaign: series of short 15-second spots showing actual owners
Early     sharing a single favorite aspect of Ford
2008

Sept • The Fiesta movement becomes an official Ford initiative
2008

April •   100 agents are announced at the New York Auto Show
2009
      •   Movement Months: Mission Control issues monthly themes and missions
      •   Shot and edited videos sent to a private network for approval by Ford and approved
May       videos were posted to Fiestamovement.com
– Oct
      •   Agents encourage, but not contractually obligated, to tweet, post status updates,
2009
          photos, or blog entries
June • Initial evaluation of progress
2009

April
2010 • Ford Fiesta sales begin in US
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 a

video was viewed 1600 times;

 most popular video was viewed 200,000 times;

 agents blogged 632 times posted 5535 photos, each photo was

viewed 108 times;;
Findings
 Build familiarity of the Fiesta nameplate: 42% vs benchmark of

23%

 Monthly visits to Fiesta website: 289k MUV’s vs benchmark of

144k

 Test Drives: 17% of recorded 6,000 provided by agents

 Extensive press coverage with 33% sov: 92% favorable or neutral

 No content went viral
Conclusion
 Offered a product that no other car in that category offered; segment B

customers might aspired to buy cars with good features but couldn’t  Ford filled

the gap

   colors of the cars and technology offered was well aligned to target groups

needs

   user generated content helped build brand trust and reliability of the product

review

   campaign was semi-controlled; themes/missions were assigned and the videos

were approved before uploading

   generated curiosity before the product could be offered for trial

   customers know what to expect from product before trials
Ford Fiesta Social Media Campaign
Ford Fiesta Social Media Campaign
Ford Fiesta Social Media Campaign

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Ford Fiesta Social Media Campaign

  • 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 demo through 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 of car • Ford Fiesta belongs to B segment  interior volume between 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 young people upon landing a first job or by older buyers who looked 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%) and Honda (10%) • Best known for F-series (rugged trucks) and SUVs and classic sports car Mustang, • no car in this category since 1981; Aspire was introduced in 1994 which was a big failure • not in consideration set of young buyers looking for small economical vehicles • Need to break through the stereotype that they are only F- 150 trucks catering to white, suburban family men
  • 6. Ford Fiesta • Fiesta is an Spanish word which means festival or celebration. • 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 car communications 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 with others • 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 media platforms • controlled by Mission controller’s job was to provide 24/7 support to all the agents • publicists were kept for help • the campaign was controlled by mission controller as the mission controller would approve the video before uploading it
  • 9. Amplification Agent Profile 4,100 culturally diverse video applications were received representing all 50 states. The selection team was looking for 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 say about the cars  Concern over serious accidents  Concern over criminal
  • 11. Steps Taken • At the Frankfurt Motor Show, Ford stages a dramatic unveiling of the Verve concept Sept car that eventually becomes the new Fiesta 2007 • “Drive One” campaign: series of short 15-second spots showing actual owners Early sharing a single favorite aspect of Ford 2008 Sept • The Fiesta movement becomes an official Ford initiative 2008 April • 100 agents are announced at the New York Auto Show 2009 • Movement Months: Mission Control issues monthly themes and missions • Shot and edited videos sent to a private network for approval by Ford and approved May videos were posted to Fiestamovement.com – Oct • Agents encourage, but not contractually obligated, to tweet, post status updates, 2009 photos, or blog entries June • Initial evaluation of progress 2009 April 2010 • 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 a video was viewed 1600 times;  most popular video was viewed 200,000 times;  agents blogged 632 times posted 5535 photos, each photo was viewed 108 times;;
  • 13. Findings  Build familiarity of the Fiesta nameplate: 42% vs benchmark of 23%  Monthly visits to Fiesta website: 289k MUV’s vs benchmark of 144k  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 B customers might aspired to buy cars with good features but couldn’t  Ford filled the gap  colors of the cars and technology offered was well aligned to target groups needs  user generated content helped build brand trust and reliability of the product review  campaign was semi-controlled; themes/missions were assigned and the videos were approved before uploading  generated curiosity before the product could be offered for trial  customers know what to expect from product before trials