ED KISHINEVSKY Case Study: Ford African American Market, UniWorld Group Senior Strategist Situation & Opportunity: An overarching goal for UniWorld Group in developing marketing programming and communications for Ford was to lift brand affinity – Ford’s key metric in their 5-step purchase funnel. Ford’s strategy for building affinity is for consumers to believe ‘Ford is a brand for a person like me.’ Situation & Opportunity II: Achieving Goals Ford is an innovation company and extends this core value into its marketing efforts with pioneering work in digital and social media. In 2013 Ford implemented a content publishing studio to co/produce, short-and long-form content across paid/partner, owned and earned media. This meant the opportunity for AA communications to impact the brand now expanded into the general market (very much aligning with today’s movement of mainstreaming black culture). Producing AA-Oriented Content Content programs the agency developed rested on 5 messaging pillars • Aspirational Alignment • Expressive Style • Lifestyle Defining Adventure • Forward Thinking • Community Ford AA Digital Strategy
Transcript
1. ED KISHINEVSKY Case Study: Ford African American Market,
UniWorld Group Senior Strategist Situation & Opportunity: An
overarching goal for UniWorld Group in developing marketing
programming and communications for Ford was to lift brand affinity
Fords key metric in their 5-step purchase funnel. Fords strategy
for building affinity is for consumers to believe Ford is a brand
for a person like me. Situation & Opportunity II: Achieving
Goals Ford is an innovation company and extends this core value
into its marketing efforts with pioneering work in digital and
social media. In 2013 Ford implemented a content publishing studio
to co/produce, short-and long-form content across paid/partner,
owned and earned media. This meant the opportunity for AA
communications to impact the brand now expanded into the general
market (very much aligning with todays movement of mainstreaming
black culture). Producing AA-Oriented Content Content programs the
agency developed rested on 5 messaging pillars Aspirational
Alignment Expressive Style Lifestyle Defining Adventure Forward
Thinking Community Ford AA Digital Strategy
2. ED KISHINEVSKY Case Study: Ford African American Market,
UniWorld Group Senior Strategist Finding Your Roots Ford sponsored
season 2 of PBS Finding Your Roots series produced by Americas
Genealogist- in-Chief Dr. Henry Louis Gates. Gatess mission is to
get into the DNA of American culture to discover who we are and
where we come. AA Cultural Insight The shows immersion into
American history and ancestry deeply connects with a drive many
African Americans possess to know more of their family genealogy -
a history for many thats simply unknown. Forming the Strategic
Platform African Americans have a distinct path of arrival and
history in the US; and family and community relationships are
crucial elements for success. The program aligns on Community and
Forward Thinking messaging pillars. The OTT Work: Extensions To
accompany each of the 10 broadcast episodes, we published custom,
influencer- produced content video interviews, infographics,
artwork across Ford, PBS and Influencer owned and social channels
all based on the platform Your History Matters. The Drive, powered
by Ford Our approach here focused on reaching women. Our thought
was to organize an idea around something central to the way women
live today. Our idea was Title IX. Title IX was groundbreaking,
foundational, and the perfect platform for demonstrating Fords
commitment to the most underserved target in the automotive
category - women. US Cultural Insight This historic law has given
countless young women opportunities that werent available to prior
generations. The idea aligns on the Aspirational Alignment and
Forward Thinking pillars. Forming Relationships - The OTT work: In
this five-part series, ESPNs Sage Steele goes back to campus with
former college athletes to revisit the places and life-changing
moments that inspired their drive to succeed. We chronicle the
real-life impact Title IX has delivered and the inspiration and
opportunity it presents. Skylar Diggins and Jessica Mendoza among
others, take us on a drive through all the milestones, struggles as
well as leaps made possible by Title IX. Producing AA-Powered
Content http://espn.go.com/espnw/the-drive/
https://youtu.be/5O73-izL_HA
3. ED KISHINEVSKY Case Study: Ford African American Market,
UniWorld Group Senior Strategist Source: BEAT Q4 African American
Ford Data Results 1) We achieved Fords goal of 62% Favorable
Opinion, a 4% increase YOY, with large gains in Q4. (FYR). The
African American Ford Favorable Opinion number was 6% higher than
the general market Ford number. 2) Finding Your Roots delivered
Ford added value of 5MM social impressions and over 30K video views
3) The Drive launched in May has already delivered nearly 10K video
shares on Facebook alone.