Challenge: 5 million people attend the global auto shows in North America…but there are 579 million people in North America. How do you reach beyond the auto show to bring Ford’s products and services to new audiences?
Insight: The people least likely to attend are younger, more female and more connected. They care about people and relationships - through those we can change their perception of shows and vehicles. And inspire future recall.
Solution: We devised a strategy that blended social influencers, content creation, experiential and digital to generate social attention from a younger, more female, more connected crowd. The result was a magazine style show with streaming and social content presented by influencers who skewed to a more female audience.
Results: 13,500,000 estimated total reach from Detroit Autoshow alone
30,686 Engaged minutes on YouTube