As the Social Publisher for Ford Trucks at GTB (formerly Team Detroit) I worked on one of the most important vehicle launches in the Ford portfolio – the 2017 Ford Super Duty. The campaign followed in the footsteps of the 2015 F-150 launch where the world was introduced to high-strength, military-grade, aluminum-alloy, and we were tasked by the client and strategy to show exactly why it was time for Super Duty to do the same.
For the pre-launch campaign I worked closely with the creative and strategic teams to inform best practices for digital video on YouTube and Facebook. Our approach was to take the testing that Ford performs on all it’s trucks and bring real Super Duty customers behind-the-scenes to vet just how much better the new truck would be. I worked with Internet Brands Forum teams to do out reach to forum users as well as our social community on Facebook and Twitter. We released a multi-part video series detailing all of the features of the new Super Duty along with the candid reactions of the customers who were never paid or compensated. Overall we saw a vastly improved awareness and consideration for the truck thanks to our efforts ahead of the launch.
For the launch campaign in the fall of 2016, we were able test with our partners at Facebook and launched a reach and frequency media buy that garnered such success that it was featured as a case study in the automotive vertical. You can read the full write up by clicking the image. In short, we created videos, carousels, canvas units, all based on different users target, interests and at scale. I worked directly with the creative team and wrote copy for the social posts while also continously monitoring conversations in the community through response management. After the 4 month campaign we saw an 18ppt lift in ad recall and a 7ppt lift in favorability, previously unmatched numbers for Ford on launch campaigns.