Kevin Bolleteau I Motion & Design
Kevin Bolleteau I Motion & Design
How to create mass awareness and drive excitement for the Ford Mustang Supercar reveal in lieu of a physical media event and help define the Ford Performance brand in Australia?
Ford Australia’s social media audience is highly engaged, and new Facebook and YouTube content distribution tools can allow brands to “premiere” highly anticipated reveals. This insight, paired with limited vehicle access, led us and Ford Australia to develop a digital-first social media and earned reveal campaign in February 2019.
We produced a suite of platform-specific social media, video news releases, imagery, and B-roll assets shot in top secret in a single day to be released two weeks later.
The hero video was fast-paced and energetic, leaving fans wanting more and was cut specifically for each social channel. The content was filmed at a secret location in Queensland, inviting 11 spokespeople and stakeholders to participate in content production. Assets were teased out via the new Premiere functions via Ford Australia’s YouTube and Facebook channels and were also supported by the race team and the global Ford Performance social accounts to maximize organic reach.
The Hero video on Ford owned channels reached over 1.3M users, viewed over 450,000 times, with 25,000+ engagements.
Immediate rise in positive sentiment for the brand following release and mentions of the Ford Performance brand on social media in Australia spiking.
594 pieces of coverage, reaching an audience of 122 million.