henry ford 150 ecoboost campaign report

Henry Ford 150 yearsFacebook application

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.

Page 2

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.

Page 3

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.

Page 4

The application- homepage

The application- history section

The application- quotes section

The application- technology

9 08/04/23 FORD CONFIDENTIAL – Presentation Title

HENRY FORD 150 – Facebook App ASSETSCover photo

Facebook ads

Yahoo login banner

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

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.

Page 11

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.

Page 12

Who are the users

Page 13

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.

Page 14

“If everyone is moving forward together, then success takes care of itself.”

Thank you!