Ford Fiesta Social Media Campaign

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 aboutFord • 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
• 5.
  General Perception aboutFord
• 6.
  Ford Fiesta • Fiestais 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 millenialswhom 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 – TheFiesta 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 4,100culturally 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 tomillenials  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 familiarityof 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 aproduct 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