| Cannes Lions 2010 | ||
|---|---|---|
| PR Lions | - | Silver |
Type of entry: Sectors & Services
Category: Corporate Communication
Advertiser: FORD MOTOR COMPANY
Product/Service: CARS
Agency: OGILVY PUBLIC RELATIONS WORLDWIDE Washington, USA
Global Managing Director: John Bell (Ogilvy PR)
Vice President: Kaitlyn Wilkins (Ogilvy PR)
Senior Vice President: Ian Sohn (Ogilvy PR)
Account Director: Karen Untereker (Ogilvy PR)
Senior Account Executive: John Stauffer (Ogilvy PR)
Account Executive: Tanya Chadha (Ogilvy PR)
Senior Account Executive: Sarah Marchetti (Ogilvy PR)
Team Contributor: Susannah Wesley (Direct Impact)
Team Contributor: Dave Denherder (Direct Impact)
Describe the campaign/entry:
In November 2008, America’s automotive industry was on the brink of disaster, facing increased international competition, declining sales, and a global economic meltdown. Despite these mounting problems, Ford Motor Company was the only domestic automaker to reject a government bailout. This rejection allowed Ford to open a new dialogue with customers and influencers and break away from being part of the “Big 3.”
Ford mounted one of the largest communications efforts in its history. Key to the campaign was an expansive social media plan that changed Ford internally and reached out to millions of potential car buyers online. Social media transformed the culture and how Ford communicated with consumers. A complete social media strategy humanised Ford by giving the Internet’s most trusted voices hands-on experiences with the car and the people behind the scenes at Ford to share with their audiences.
The plan successfully transformed Ford’s image from “boring” and “outdated”” to “innovative” and “forward-thinking” in the minds of America’s most influential online personalities. It also earned awards and recognition in social media circles.
According to a March 2010 Bloomberg poll, Ford has taken over the U.S. as the most popular automaker. And while other manufacturers struggled in 2009 Ford increased its U.S. market share for the first time since 1995.
Describe the brief from the client:
The campaign aspired to distinguish Ford from other auto manufacturers and communicate to influencers and the general public that “Ford is Different.” Using social media, our team aimed to:
• Develop innovative social media programs that would get new groups of people talking online and off.
• Measurably improve perception of the Ford brand among consumers. A survey of key influencers revealed previous perceptions towards Ford as: “boring, average, horrible design and unreliable.”
Results:
Ford’s image transformed from “boring” and “outdated” to “innovative” and “forward-thinking” in the minds of online influencers and the audiences they reach. According to a March 2010 Bloomberg poll, Ford has taken over the U.S. as the most popular automaker. Ford also posted the first full-year market share gain since 1995.
Social media played a significant role in improving Ford’s reputation and sales. Ford was named the “top social automotive brand” by Virtue’s Social Media Index and among the top 10 corporations that have doing the best job in social media in an eMarketer study, and the Society for New Communications Research named Ford the Brand of the Year for 2009.
The campaign directly engaged over 500 influencers, generating over 200million impressions on the social Web. More importantly, it changed perceptions. Influencers’ perceptions of Ford across five key categories improved an average of 53 percent. An astonishing 89 percent of influencers would consider purchasing Ford vehicles after participating in a program, an increase from the previous 29 percent.
Execution:
A series of breakthrough social media initiatives and programs helped transform Ford:
• Ford Fusion 1,000 Mile Challenge – Engaged green bloggers in a media event to publicly prove Ford’s best in class fuel efficiency.
• BlogHer What Women Want Quality Event – Immersed influential women bloggers in the Ford world, co-creating a new definition of “quality.”
• Summer of Taurus – Turned Ford executives into ambassadors for the new Taurus by hosting social media Meet Ups in 10 markets.
• C-Suite Jam at the North American International Auto Show – Exclusively treated online media to one-on-ones with the top 15 Ford executives and extended access to Ford fans through Facebook, Twitter, BlogTalkRadio and Live Chat .
• Blogger Test Drives – Expanded the traditional media test drives to online influencers.
• Listening & Measurement – Integrated social media measurement into Ford’s communications dashboard.
• Dealer Training – Developed social media training curriculum for Ford’s 3,000 dealers
The Situation:
Despite its battered public image and declining sales, Ford had confidence in its new corporate vision and its 2010-11 automobile line up, all of which were among the best-in-class in fuel-efficiency, quality, safety and technology.
But with a constant barrage of negative media attention on the industry, Ford had to find a way to communicate these benefits to consumers. Its traditional, industry-focused communications model wouldn’t work. Instead, we waged a social media campaign to engage respected bloggers and other social media influencers. This tactic allowed Ford to speak to previously untapped markets, reach broader audiences and differentiate itself from competitors.
The Strategy:
To give online influencers a reason to care about and consider buying Ford, we would engage them in relatable programs that show Ford in a different light.
• Look beyond traditional auto bloggers to identify new segments that could care to share about Ford, if given the right experience
• Put the faces and voices of Ford (from executives to engineers) at the forefront, to give bloggers a more personal reason to advocate for Ford.
• Transform the way that Ford communicates by integrating social media across the enterprise and making social media everyone’s job at Ford
The team would leverage the endorsements of online influencers to change the Ford image and bolster all other efforts—corporate communications, earned media and paid media—sending a powerful message to consumers: Ford understands what consumers want and is leading the industry to support a broader community of drivers.