1. Social Media Campaign
By Group 7:
Deepesh Chatterjee
(P122009)
Neehar Bhartiya (P122028)
Pooja Gupta (P122033)
Vidit Jain (P122051)

2. The Fiesta Movement
6-month experiment in
promoting a new car, Ford
Fiesta to a younger demo
through social media using 100
people determined to be key
players in social with large
followings.

3. US Car Market
• Divided into 4 categories on the basis of interior volume of
car
• Ford Fiesta belongs to B segment  interior volume
between 85-99.9 cubic feet
• Segment B cars available in the range of $10,000-18,000
• Toyota & Honda were main players in this category
• Segment B customers: entry level vehicles by young
people upon landing a first job or by older buyers who
looked for fuel efficiency & compactness
• 2/3rds buyers of segment B is over an age of 40
• Demographics of segment B: millennials
• Tech savvy and socially active
• culturally diverse
• includes both men and women
• city dwellers

4. General Perception about Ford
• Ford held 16.7% share of US automotive market.
• Closest competitors: GM (17.6%), Toyota (17.5%) and
Honda (10%)
• Best known for F-series (rugged trucks) and SUVs and
classic sports car Mustang,
• no car in this category since 1981; Aspire was introduced
in 1994 which was a big failure
• not in consideration set of young buyers looking for small
economical vehicles
• Need to break through the stereotype that they are only F-
150 trucks catering to white, suburban family men

5. General Perception about Ford

6. Ford Fiesta
• Fiesta is an Spanish word which means festival or
celebration.
• positioned towards young, first time car buyers
• designed for Europe in response to1973 oil crisis
• smaller front-wheel drive vehicle  small car
• light car, eye-catching colors, high tech features like key-
less entry, 7-shades of ambient lighting , sync in car
communications and entertainment systems

7. Objectives
 Reach millenials whom were notoriously difficult to
engage
 Start a national conversation about Ford for a new
generation
 Work with contemporary culture instead of against it
 Generate US sales for a style that had previously only
been successful overseas

8. Plan – The Fiesta Movement
• Selecting 100 agents to try Fiesta on Ford’s expense
• Create user generate content to spread experience with
others
• 6-months plan had different missions for each month
(Travel, Technology, Style & Design, Social Responsibilty)
• dedicated website Fiesta website
• users were allowed to share on other social media
platforms
• controlled by Mission controller’s job was to provide 24/7
support to all the agents
• publicists were kept for help
• the campaign was controlled by mission controller as the
mission controller would approve the video before uploading
it

9. Amplification Agent Profile
4,100 culturally diverse video applications were received
representing all 50 states. The selection team was looking
for people that:
 Thrived on discovering new things and telling others new
things
 Were viewed as fun, clever, and in the know
 Had social media integrated in their daily lives and did not
Average Age: 28
consider it an obligation or afterthought
56% Male  35% Female  9% Teams
Facebook 89% 780 Avg Friends
Twitter 80% 2,188 Avg Followers
You Tube 66% 2.2mm Avg Highest Views
Blog 54% 338.4k Avg Followers

10. Challenges
 Marketing to millenials
 Doubts from internal skeptics
 No models in showrooms
 Control over what agents say
about the cars
 Concern over serious
accidents
 Concern over criminal

11. Steps Taken
• At the Frankfurt Motor Show, Ford stages a dramatic unveiling of the Verve concept
Sept car that eventually becomes the new Fiesta
2007
• “Drive One” campaign: series of short 15-second spots showing actual owners
Early sharing a single favorite aspect of Ford
2008
Sept • The Fiesta movement becomes an official Ford initiative
2008
April • 100 agents are announced at the New York Auto Show
2009
• Movement Months: Mission Control issues monthly themes and missions
• Shot and edited videos sent to a private network for approval by Ford and approved
May videos were posted to Fiestamovement.com
– Oct
• Agents encourage, but not contractually obligated, to tweet, post status updates,
2009
photos, or blog entries
June • Initial evaluation of progress
2009
April
2010 • Ford Fiesta sales begin in US

12. Findings
 Cost: $5mn
- $2mn in cars and infrastructure
- $500,000 per month to maintain the program
 65% males and 35% females; under the age of 34 years and 81%
non-Ford owners
 655 videos were posted against 600 targeted;,on an average a
video was viewed 1600 times;
 most popular video was viewed 200,000 times;
 agents blogged 632 times posted 5535 photos, each photo was
viewed 108 times;;

13. Findings
 Build familiarity of the Fiesta nameplate: 42% vs benchmark of
23%
 Monthly visits to Fiesta website: 289k MUV’s vs benchmark of
144k
 Test Drives: 17% of recorded 6,000 provided by agents
 Extensive press coverage with 33% sov: 92% favorable or neutral
 No content went viral

14. Conclusion
 Offered a product that no other car in that category offered; segment B
customers might aspired to buy cars with good features but couldn’t  Ford filled
the gap
 colors of the cars and technology offered was well aligned to target groups
needs
 user generated content helped build brand trust and reliability of the product
review
 campaign was semi-controlled; themes/missions were assigned and the videos
were approved before uploading
 generated curiosity before the product could be offered for trial
 customers know what to expect from product before trials