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Is simply dummy text of the printing JANUARY 2011

MYCOMPUTER

The ChalengeThe SolutionThe StrategyThe Result

INSIDE

YOU NEED A RIDE ?

FordBECAUSE YOU NEED TO BE IN THE DRIVER'S SEAT

ALL YOU NEED TO KNOW Size maers, but in this case small is beautiful. Ford takes an off-road approach to building its fan base and geing some street cred.

YOUTUBE FACEBOOK

HITCHIN' A RIDE: Acting out your goalsFRIENDS ARE EVERYWHERE: What's not to like?EVERYONE'S TALKING: So good it deserves a retweet

TWITTER

JUNE2012

F O R D 01 / June 2012

DUBAIDubai Airport Free Trade Zone 03rd East Wing Building 04th Floor, P.O.Box - 54620 Zip: 54620-011

NEW YORK41 Madison Avenue31st FloorNew York, NY 10010-011(646) 202-2683

2075 University Suite 1201Montreal, Quebec.H3A 2L1, Canada+1 514 894 2244+1 800 986 9342

MONTREAL

head office

F O R D02 / June 2012

fFord needed to re-situate itself as a modern car company for young buyers. It had produced a video series for YouTube (Hitchin’ a Ride) but it was not geing the blast of exposure it needed. The goal was to pro-mmote the video, target a new fan base, and create a buzz.

F O R D 03 / June 2012

THE CHALENGE

tThe subscriber goal for the You-Tube channel was to be in-creased by 10,000 in only 7 days. Could it be done? You bet!

F O R D04 / June 2012

F O R D 05 / June 2012

THE

CHALENGE

F O R D06 / June 2012

Y WYouTube is so much more than a mere a placeholder for video. It is a sticky, instantly viral medium. We had to exploit this potential.

We studied the Ford metrics and de-termined that there was more we could do with both this video and the established Ford customer de-mographic. We also wanted to define a new customer profile and target that.

THE STRATEGY

fFord has been through many iterations this century and last. One of the most recent distinguishing features in many people’s eyes is the fact that it was the sole American car company to not take a gov-ernment buyout. When asked what first came to mind when they thought of Ford, yoyoung people repeatedly cited this, saying it made Ford seem “cool” in their minds.

This was the context in which we situated the video. Apart from the specifics of the video series, it was crucial that Ford was identified as being a product of a cool, sus-tainable, independent and proud com-pany. This was something everybody could relate to.

Using sophisticated tracking tools, we scouted out every website, blog, review site, and social media page, to target where and when the Ford brand was being discussed.

F O R D 07 / June 2012

wWe inserted the video or links to the video in situations where we knew people would talk about it. The video was inter-esting, dynamic and compelling - we just needed to get people to see it. We also steered discussion so that mention of Ford’s financial independence was never ffar away. This not only repositioned Ford, it gave the video an added caché.

The video was kept aloft through repeat-ed use of Facebook and Twier capabili-ties, creating momentum through for-warding, retweets, comments, and dis-cussions. The video was seen not simply as a Ford promotion, but an example of artistry and edge. We built upon these two perceptions.

F O R D08 / June 2012

TThe video’s YouTube page exploded with hits, plays and comments. We surpassed our targets by 50%. Over 80% of the traf-fic to and from the video series came from the US, our target region. Across the 4 webisodes, over 2000 likes were gath-ered in a week.

The Ford channel experienced an in-crease of 15%, with 77% of viewers com-pleting all episodes and videos on the channel. Over 20% of viewers clicked to watch more episodes, or shared the videos on Facebook.

F O R D 09 / June 2012

THE RESULT

We evaluated the gender split for the video and discovered that the hits and plays were equally distributed between men and women.

Thanks to effective SEO measures, the success of the videos continued long past the end of the cam-paign, with an additional 25,000 views in the weeks following.

wWe evaluated the gender split for the video and discovered that the hits and plays were equally distributed between men and women.

Thanks to effective SEO measures, the success of the videos continued long past the end of the cam-paign, with an additional 25,000 views in the weeks following.

F O R D10 / June 2012