TABLE OF CONTENTS

• The Brand

• The Scope

• Sentiment

• Strategy

• Audience

• Platforms

• Content Strategy

• Budget

• Ford is looking to become a social first brand
• Become a Known Innovator
• Exciting and Relevant to Audiences

FORD

HAS A

BETTER IDEA

Research

• Sentiment
• Audience
• The Ford Brand
• Other Car Brands

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DEFINING THE SCOPE

SENTIMENT

Bold Innovation

• Elon Musk
• Silicon Valley, Tech Companies, A.I.
• Apple, Amazon, Tesla, Dyson, SpaceX, Google
• Brand- Customer Interaction

EV Zeitgeist

• Cooler, Techy Silicon Valley, Affordable (Male)
• Enhanced for a female experience More Ease Less hassle.
• Theres also a lot skepticism

STRATEGY

Communities

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As interest based communities begin to grow and find each other online. Content will be tailored towards

• Innovators:
• EV enthusiasts,
• Nerd/Tech people
• Car Enthusiasts

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We want to associate with them and the early adopters because they get and understand us.

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AUDIENCE

Demographics

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Segment 25 - 54

First time car buyers

• Innovation usually appeals to them
• What can this car do for me to make my life easier?

Potential customers want to fall in love with their car.

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Buying Behavior: Their car is an extension of their personality, status, lifestyle, a part of the family.

PLATFORMS

Maintaining Ford EV’s Visibility on EV threads which will most likely have sub niche, Innovators and early adopters

Inspo tailored to homemakers

Innovators

Early Adopters

Everyday Relatable content from Road Trip campaign. UGC

Targeted content for the 45+ demographic, Shareable Images, Linked posts, Nostalgic

Targeted content for the 35+ demographic, Relatable Shareable content, More curated content

Brand Channel, heavily curated for overall Brand Awareness

CONTENT STRATEGY

#FordForward

Ford Has A Better Idea (1960)

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Ford’s Social Content/ Audience experience should be innovative from ideation to execution to place Ford in the Bold Innovator category

• An experience or product that will get people to replicate the content or create a need to have accessory/ add-on e.g. Make up assist when in park
• Shareable Content Drive content. Strava, Spotify Wrapped, Candy Crush.

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UGC STRATEGY

Road Trip Story

• Love interest - A young tech enthusiast meets a girl and travels all the way/ across the country to see her.
• Pursuing their dream - as an artist/ Entrepreneur
• Comments are picked on what the next move is

CONTENT

• Collaborate with the STEM Community Leaders - “How it Works!” and relate it to concepts in school.
• Discover the car / Pull the car apart.

CREATORS

OTHER

• DIY Kits for Kids
• Daily Accessories for an Enhanced experience
• Apple Pro Vision Experience

BUDGET

Budget Will be tweaked depending on analytics and trends from organic campaign.

THANK YOU

NEGATIVE

SENTIMENT

• Lean into comedic moments - People love a brand that shows character
• Tech enthusiast may also be the most critical!
• Most active call outs are on sustainability
• Not the same thing if you are doing something positive elsewhere