Tip:
Highlight text to annotate it
X
an example of this, kind of a best in class example is the ford fiesta movement and
AboutFace's very own Ryan Dembrowski was a part of the Ford Fiesta Movement
as a little bit of background on this, what Ford was doing is they had a new
model out that they want to introduce in the US. It was only available
in Europe
and they were thinking of bringing it over to the US so what they wanted to do, it had zero
name recognition, nobody knew about it
so what they did is they did a extensive social media campaign. They recruited a hundred
agents, fiesta agents, who went out and did missions and the idea was that they would go out
and interact all across the country
they agents had the car for six months and they could go out and develop these missions
and they were capturing video content
that would start to interact with their target
market okay they were going for the millennials, which was
I think we finally determined that was twenty-four to thirty-four, I don't know - there's eight million
different categories now. But you know, the mid-twenties to early thirties category
so what they did is use video content
and they use the social media ambassadors
to go out and
interact with people and get them to interact with the power and become familiar with the
fact that this this car would be available
so here's the results okay
six point two million YouTube views thus far for the entire program
seven hundred fifty thousand-plus Flickr views
Four million-plus Twitter impressions
most importantly a hundred thousand-plus potential customers who have asked to be notified when
the car becomes available
so once again looking back at those previous numbers, those are great numbers
but as long as you reach
your goal, your marketing objective
that's the main thing
ninety seven percent of those people didn't currently own a Ford
what's really impressive is they have a sixty percent awareness
for something that started at zero
in a six-month period
So
once again they went out there with very specific objectives that they wanted to accomplish and they
targeted their content
accordingly
and targeted to their
target audience