Launch a new vehicle to the North American market without paid advertising?
Not a problem for LDWW. We launched Ford's Transit Connect Wagon in the United States with a quirky program called "Unminivan Moments." The summer-long campaign became a social odyssey designed to appeal to the sensibilities of “impassioned indies” by celebrating the uniqueness of America through a series of adventures to odd-ball and out-of- the-way attractions.
The result was hundreds of pieces of consumer-generated content and countless interactions between influencers, consumers and Ford to create authentic experiences, social sharing and word-of-mouth marketing. During the campaign, U.S. sales were up 27 percent, and sales in July – during the peak period of the Unminivan campaign – rose 42 percent.
- Social Media
- Original Content