Ford Case Study
Autor: Mark Schurtman • February 18, 2018 • Case Study • 816 Words (4 Pages) • 703 Views
Appraise Ford’s marketing strategy for the Fiesta in the US against the challenges it seeks to overcome. Is the campaign under control? What are the controls? Are you satisfied with the reach of the campaign?
Appraisal
- FFM reached & connected with the target audience (millennials, youth culture)
- Effectively engaged culturally creative customers (agents) to craft & share narrative content valuable to audience (unconventional stories), generating fair trade impact (brand awareness & nurtured popularity for agents).
- Outperformed in familiarity to Fiesta (from planned 23% to actual 45%), lead ahead of competitors (share of voice -> Fiesta 33%, Honda Fit 28%, TYaris 24%, N Versa 15%)
- Reached visibility in a less traditional segment (Ford just a big truck maker)
Under control? Partially
- Pre-defined set of Mission themes (chosen by Team Detroit Mission Control, but freely-executed by Agents) -> lack of control in content creation
- Control in content sharing -> validation first, then shared
- A balance of agent creative freedom and Ford’s control of content focus and sharing gave Ford some control and ensured that the campaign was positive for the Ford Fiesta. The balance allowed agents to generate creative content that they tailored to their following while also giving Ford control over spending. Lastly, this balance allowed Ford to adjust their control throughout by changing the specificity of the missions to either give Ford more control, or give agents more creative freedom. This balance gave Ford the greatest chance for success during this innovative campaign.
Satisfied? Yes
- The campaign intent was more important than control (cultivate human network by letting people create & share)
- A campaign aimed to be user-centric
- An innovative approach to content marketing for a product that has not yet been released.
How is the Fiesta movement performing by the metrics reported in the case? Should other metrics have been used?
Current metrics:
Metrics | Performance |
Share of voice | Fiesta wins (33%, Honda Fit 28%, TYaris 24%, N Versa 15%) |
Reach | Outperforms initial unique visitor’s expectations (from 144k to 289k FMM first two months). |
Brand Lift | |
Value perception | Ford improves (from 20%-19%-22% in ’08-‘10) vs decline in competitors (Honda 30%-29%-26%; Toyota 24%-27%-26%) |
Quality perception | Hits top 5 in 2010 with 22% |
Green perception | Ford improved levels (from 11% to 19% ’09-’10) |
Safety perception | Ford improved at a faster pace (17%-19%-22%) |
Additional metrics that could be measured:
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