Executives at Ford questioned if social media could be the advertising alternative for the start of the youth-oriented 2010 Fiesta. But with social media came a ceding of control. Some at the business believed that if Ford was going to move beyond its conservative brand image for the launch of the new subcompact chances had to be taken. Chantel Lenard, Ford's Group Marketing Manager for International Little Car and Midsize Vehicles and Connie Fontaine, Supervisor of Brand Content and Alliances championed a brand new approach for the new vehicle and set into motion a comprehensive 6-month social media initiative targeting a younger, ethnically diverse, and urban-based market, called "The Fiesta Movement".
The Ford Fiesta, Chinese Version case solution
In so doing, a sizable part of the marketing campaign was handed over to 20 and 30-something across America, and Ford needed to acclimate to a brand new manner of doing advertising. To what extent should the company direct messages and the actions of their military of bloggers? The case is set into the Movement, as the metrics are evaluated by the team from YouTube, Twitter, Facebook, as well as their site, and wonder if they are doing everything they should do to be able to make the Fiesta a success with a fresh target market.
PUBLICATION DATE: February 15, 2011 PRODUCT #: 513C03-PDF-CHI
This is just an excerpt. This case is about SALES & MARKETING
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