The document discusses how Ford Germany ran a photo challenge on Instagram to promote the new Ford Fiesta and recruit fans to their Facebook page. Trending keywords related to popular interests were used in the digital campaigns to deliver high traffic volumes with lower costs per click (CPC). The campaigns saw a 53% lower cost per fan, 138% increase in Facebook fans over five weeks, and 48% savings in cost per fan compared to the original targets.

1. Trending keywords
reduce CPF by 50%
© 2012 TBG Digital

2. What’s the story?
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3. Ford Germany wanted to create an engaging
experience that would build awareness
of the new Ford Fiesta’s features and help
recruit new fans to their Facebook Page
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4. What did we do?
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5. Four different photo ‘challenges’ were connected
to new technology features in the Ford Fiesta
Entrants were asked to take inspirational
photos with Instagram and share them
using #fiestagram to be in with
a chance of winning prizes
© 2012 TBG Digital

6. TBG Digital recruited fans to the promotional Facebook
app where the user ‘Liked’ the Ford Fiesta page and
found out more about the competition
TBG Digital used trending keywords to deliver high
traffic volumes with low CPCs. Trending keywords are
those which are not brand or target market
specific, they are popular user interests that are of the
moment
© 2012 TBG Digital

7. What were the results?
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8. 53% 138% 48%
lower increase savings
Cost per Fan in Fans for the in Cost per
for campaigns Ford Facebook Fan when
using trending Page over five compared to
keywords weeks original target
© 2012 TBG Digital
Case period: March 2011 to April 2011