How do you turn owners and fans into brand advocates and influencers?
At a time when American automakers were struggling on all fronts, Ford was looking for new ways to strengthen brand loyalty, talk about its latest innovations, and connect with the next generation of drivers. Blue State Digital partnered with the auto giant to develop a series of programs designed to engage a community of Ford owners and enthusiasts. Our smart segmentation and integrated communication strategy increased engagement 30% in 1 year, while maintaining a high CRM retention rate. And by driving positive owner sentiment online we were able to increase favorable brand opinion.
Working with Ford’s Global WPP Agency of Record, Global Team Blue, we helped launch Ford Social, a growing digital platform for owners and self-identified fans to share their stories, product ideas, and photographs, and in return receive the latest news from a brand they love.
Today, the Ford community includes owners, fans, employees, and influencers; and when debuting a new vehicle, announcing a technology innovation, or celebrating the 50th anniversary of the Mustang, Ford has direct access to advocates who can get the word out online and in their communities.
Calling on fans of every kind
The Tools have helped power Ford Social, enabling targeted email communications with members based on their interests—from Mustang to sustainable technology.
A series of promotions—including American Idol sponsorship extensions and VIP rewards to attendees at auto shows—have helped bridge the gap between online and real-life participation.
Sharing a passion for Ford
Ford Social tells the stories of Ford advocates, including Jonathan Brand, who built a Mustang out of paper after selling its real-life, hand-restored counterpart.
Celebrating (and making) a milestone
In honor of the Mustang’s 50th birthday, we helped create an online quiz for true fans, and promoted a world-record breaking feat: the most signatures on an e-card. More than 55,720 admirers penned messages of love and respect for a car that’s been inspiring awe for half a century.