Ford Fiesta Campaign

1. Was the Ford Fiesta campaign successful? Discuss.

Early results of the campaign seemed very positive. Press coverage had been extensive, familiarity with the nameplate was high, and significant amount of traffic was coming to the website, though a smaller fraction of the population was registering on the site than normal. Even though their video content had not truly gone viral as they were supposed to, but the brand visibility of ford fiesta had a really high recall value. The multiple influential agents that ford fiesta had recruited for online promotional purpose ensured that ford fiesta was a trending topic regularly on social media. The marketing team had focussed on the fiesta brand rather than the specific features of the car itself. The campaign in my opinion was highly successful as the interest quotient on the internet yielded better results than any other automobile marketing communication.

2. Evaluate the social media and viral marketing approach of Ford Fiesta.

As discussed earlier, the marketing campaign of ford fiesta focussed on the brand visibility and recall value rather than the product features or the functional benefits of the car itself. The car was meant for a younger demography as it was a hybrid between a sedan and a sports utility vehicle. Ford Fiesta team realised that the major chunk of the potental buyers of ford fiesta had an active online presence and it was considerably easier to target them and create an online brand platform. It was expected that since they knew how to move people through an online medium, their fans would follow them and would demand for the car. They were rated based on their popularity and reach. However, none of the videos actually went viral. They also launched theme based missions for these agents to choose from which increased the number of visitors of the site.

3. Give your recommendations