Ford's Fiesta to Party on -- Without the Fiesta - Advertising Age - Digital
Ford handed out 100 European-spec Fiestas, along with gas cards and insurance, to 100 YouTube personalities last spring as part of a campaign dubbed "Fiesta Movement" to raise awareness for the car, which is being reintroduced next summer.
And so far those pros delivered, creating double the number of videos Ford expected. The videos attracted 3.5 million views and helped boost awareness of the car to 38% among 16- to 24-year-olds, a demo too young to remember a nameplate that left the U.S. market back in 1980.
That's comparable with two Ford models already in the U.S. market, the Edge and Flex, according to CNW Research. "It's huge in terms of where we are in our launch cycle without doing any large media buys," said Fiesta Brand Manager Sam De La Garza.
It's great to see hard numbers substantiate the assertion that a social media marketing campaign can produce results comparable to a traditional effort. In this case, as AdWeek reports (above), the YouTube campaign for the Ford Fiesta created brand awareness that matches awareness of two other models that were marketed through big-media channels.
The balance of the article looks at Ford's efforts to maintain awareness levels now that the campaign is ending and the 2010 Fiesta hasn't yet arrived.
