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Ford Motor Company

Turning owners into influencers

The Challenge

When American automakers were struggling, Ford wanted to strengthen brand loyalty, talk about its latest innovations, and connect with the next generation of drivers.

The Insight

By finding the intersection of what fans and the brand care about, we can make Ford news and content feel personal and exciting.

The Solution

Our smart segmentation and integrated communication strategy increased engagement 30% in one year — while maintaining a high retention rate for their CRM program.

Working with Ford’s Global WPP Agency of Record, Global Team Blue, we helped launch Ford Social.

Ford Social is a digital platform for owners and self-identified fans to share their stories, product ideas, and photographs, and in return receive the latest news from a brand they love.

Today, the Ford community includes highly engaged owners, fans, employees, and influencers. When Ford debuts a new vehicle, announces a technology innovation, or celebrates the anniversary of the Mustang, they now have direct access to advocates who can get the word out online and in their communities.

Sharing a passion for Ford

Ford Social tells the stories of Ford advocates, including Jonathan Brand, who built a Mustang out of paper after selling its real-life, hand-restored counterpart.

Calling on fans of every kind

We designed a targeted email program based on members’ interests — from Mustang to sustainable technology — resulting in increased engagement levels.

Rewarding participation

A series of promotions — including American Idol sponsorship extensions and VIP rewards to attendees at auto shows — have helped bridge the gap between online and real-life participation.

Our smart segmentation and integrated communication strategy increased engagement 30% in one year — while maintaining a high retention rate and increasing favorable brand opinion.