henry ford 150 ecoboost campaign report
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TRANSCRIPT
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Henry Ford 150 yearsFacebook application
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The brief
Develop a social media campaign, celebrating both 150 years of Henry Ford and the title International Engine of the Year, won for the second year by EcoBoost engine.
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The challenge
Generate emotional brand awareness on this great accomplishment that celebrates all Henry Ford life philosophy & legacy and invite people try, enjoy and buy Ford EcoBoost cars.
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The approach
Develop a Facebook application with multiple features:
-a summarized timeline with HF’s most relevant moments (worldwide and
Romania plant presence – Floreasca and Craiova)
-A HF quote generator – providing random, relevant quotes and allowing the user
to like them, share them, post them, even use them as cover photos
-A permanent button inviting people to “Go Further” and discover what the legacy
has grown into, today – namely, the highly coveted EcoBoost 1.0L. Into this
section, we created a special video, highlighting Henry Ford legacy.
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The application- homepage
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The application- history section
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The application- quotes section
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The application- technology
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9 08/04/23 FORD CONFIDENTIAL – Presentation Title
HENRY FORD 150 – Facebook App ASSETSCover photo
Facebook ads
Yahoo login banner
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10 08/04/23 FORD CONFIDENTIAL – Presentation Title
HENRY FORD 150 – COVERAGE IN SOCIAL MEDIA
Ford endorsers Radu Dumitru and Adrian Ciubotaru promoted the campaign
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Results of the application- analytics
26,408 people visited the application
The sections of the application were visited 41,901 times.
Users spent on average 1 minute.
Users visited on average 2 sections of the application.
The peak of traffic occured on July 30th, Henry Ford’s celebration when the
application registered 5.844 visits.
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Results of the application- usability
146 unique users entered in the section Quotes and changed their cover
photo.
The users changed their cover photo 211 times.
200 likes and shares for the milestones
The video registered 243,036 views in YouTube.
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Who are the users
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Conclusions
1. It was the most engaging Facebook application that Ford Romania locally developed with
astonishing results.
2. The results proved that Henry Ford is an icon for Ford lovers and represents an important
element of virality on social media communication.
3. The success of the application was also marked by added value for the user:
• Educational- the user found out the most important milestones of Henry Ford;
• Entertainment- the user had the change to identify with a quote and claim it.
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“If everyone is moving forward together, then success takes care of itself.”
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Thank you!