Warc, 1 May 2014
CHICAGO: Ford's updated Fiesta Movement has surpassed the
success of the original campaign from five years ago, and also driven a 25%
increase in brand favourability, according to an executive from the company.
Speaking at the IEG Sponsorship Conference 2014, Crystal
Worthem, Ford's manager/brand content and alliances, said it had been wary of
simply repeating the original Fiesta Movement from 2009.
This initiative gave 100 influential web users a Fiesta to
drive for six months in exchange for uploading material to the internet
outlining their thoughts. At the same time, she said, "you don't want to
abandon a great idea."
The scale of change that had occurred in the social media
landscape during the four years since the original Fiesta Movement also meant a
suitably updated version of the campaign could reach a lot more people.
Indeed, Worthem reported that the combined reach of the 100
individuals chosen to take part in the Movement in 2013 was 500 times larger on
Twitter than for the 2009 cohort; on Facebook, it was 1,000 times greater.
Moreover, sites like Pinterest, Instagram and Tumblr didn't
even exist when the original Movement began. (For more, including how Ford
leveraged its partnerships, read Warc's exclusive report: How Ford's Fiesta
Movement kept pace with new social media habits.)
The 100 "agents" in 2013 were allowed to use the
sites and tone of voice they preferred, with Ford then pulling the resulting
material together on a dedicated website and reusing selected content for
paid-media advertising.
"All we did was, basically, amplify what was being said
in the social space as well as things that were coming from our Ford Fiesta
handle on Facebook and Twitter, and amplify those things that were
resonating," Worthem explained.
The success of this approach was made clear as Worthem
reported that the Fiesta Movement has driven a 25% lift in positive opinions of
the Ford brand and the Fiesta car.
Data sourced from Warc
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