Ford Fiesta Movement

Ford Fiesta Movement

Overview

In April 2009, the Ford Fiesta Company launched new marketing campaign called Ford Fiesta Movement (FFM). Ford Fiesta Movement was a unique marketing campaign made by the combination of social media and viral marketing techniques. The FFM campaign objectives were to build awareness and inform the target segment about the product. The main idea of this campaign was to influenced young consumers about real experiences of Ford Fiesta through Twitter, Facebook, Flickr and Youtube. As the end of 2009, the marketing team behind the campaign were evaluating and developing a post campaign strategy.

Conclusion

Ford Fiesta Movement campaign has been very successful. Since the campaign used the combination of social media and viral marketing techniques, the objectives were to build brand awareness among the target segments, which is young consumers, aged 16-24. The metrics used to measure of this campaign is from exhibit 6. From the exhibit, brand awareness has reached 38% among those target consumers and 97% from 50,000 consumers are interested in buying Ford Fiesta once the car available in the US.

Moreover, I think this type of campaign will did not work for other consumer segments. Since this campaign was made heavy use of online social media, so if this campaign were adopted for other consumer segments or other car models it will be not as successful as Ford Fiesta campaign. Because not all other consumer segments or other car models target segments are tech savvy and social media users.

Recommendation

In my opinion, Ford campaign should asked the Agents to talked about the feature of the car. It is not directly emphasize on the features, but more like saying things about the features of the car while the Agents are on their mission, for instance when the Agents are refueling the gas, Agents should tell their opinion about how economical the gas is. So, somehow people will be well informed about the car. To keep the buzz alive is to cooperate with the Agents to create more contents about the Ford Fiesta experience through social media until the car goes on sale. Another way to make target consumers keep talking about it is through engaging with those consumers by listening or answering their question about Ford Fiesta through Facebook or Twitter.