This document summarizes key metrics and lessons learned from various Ford marketing campaigns targeting millennials, including the Fiesta Movement, Summer of Taurus, Ford Social, the 2015 Ford Explorer reveal, Fiesta Movement Remix, and MPG And. It shows the effectiveness of various online and social media strategies over traditional advertising methods in engaging millennials and generating impressions, views, and consideration for Ford vehicles. The campaigns demonstrate lessons about co-creating with customers, using social media for real-time engagement, focusing on entertainment and sharing content online.

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4. 90%
70%
70%
69%
64%
62%
61%
59%
55%
55%
54%
52%
41%
37%
33%
24%
Recommendations from people…
Consumer opinions posted online
Brand websites
Editorial Content (e.g.…
Brand sponsorships
TV
Newspaper
Magazines
Billboards/outdoor advertising
Radio
Emails signed up for
Ads before movies
Search engine related ads
Online video ads
Online banner ads
Text ads on mobile phones
•
•

6. What Millennials want
Interested in
Co-Creation
Real-time
Social Media
Engagement
Entertaining
Events
Creating Online
Content

8. What Millennials want

9. Fiesta Movement

10. A
Question
of Trust

11. Fiesta Movement – Key Metrics
6.2 million
views
750,000
views
40 million
impressions
132,000 handraisers
82% new to Ford
30% under 25

12. Fiesta Movement – Lesson

14. Summer of Taurus

15. Two-Way Street

16. All about
exposure

17. Summer of Taurus – Key Metrics
62MM UMVs on blog
posts
Influencers’ purchase
consideration rose to 89%
from 29%
Favorable opinion across
all categories from
attendees

18. Summer of Taurus – Lesson

29. Ford Social – Lesson

33. Off traditional
auto show
cycle

35. New
York
Detroit
Chicago
Los
Angeles

36. Reveal Video
61,500 views
61% from third party links
Mike & Alan
11,500 views
52% from third party links
Walk Around
23,000 views
41% from third party links

37. OwnedEarnedPaid
Pre-Reveal Reveal Post-Reveal
CONVERSATION
MANAGEMENT
Faces of
Explorer:
Media Relations
Teaser Photos
Unlock the
Sweeps
Facebook
Media Buy
Facebook
Media Buy
10-City
Grassroots
Media Events
National Print
& Broadcast
Facebook
Reveal
Mike Rowe
Involvement
Facebook Reveal
& Interactive
Timeline
Sustain
Engagement
Event Videos

41. 100 million
social impressions
66 million
Americans reached
overall
400 million
browser impressions

42. Explorer – Lesson

47. Fiesta Movement Remix – Lesson

51. MPG And – Lesson

53. Connect Ford – Lesson