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Social Media, DM, Earned Media, Digital, PR + Outreach.
"We used world first US military grade technology to spread the word of a brand new vehicle launch from Ford"
Spread awareness of a new vehicle being released from Ford, the Ford B-MAX, communicate its innovative features and class leading panoramic opening door system, and do it in a way that results in PR and coverage from influencers across Europe.
Partner with Peer Index to identify 1000 of the most influential bloggers and social media users in the tech, design and automotive fields across Europe. Partner with Zebra Imaging to create a world first holographic print which uses US military grade technology to quite literally put the vehicle in your hands. Encourage advocacy, social sharing, PR and user generated content to increase reach.
This next generation 3D technology not only dramatised the ingenuity of the car, it stimulated thousands of tweets, photos, videos, content and editorial giving us over 14 million impressions on twitter alone. Coverage on blogs and media publications across Europe put the campaign in front of millions more.
October 2011 – December 2011
Social Media. Digital. Mobile. Experiential. Digital OOH.
"The first pan-european social media campaign with Instagram at its heart, spreading the tech credentials of the new Ford Fiesta to millions"
The Ford Fiesta was recognised in niche automotive press for its intuitive technological features, so people contemplating car purchases would likely discover the Fiesta’s benefits during their research. But Ford wanted us to extend awareness of these benefits to a wider audience across Europe, specifically to people in fashion, style and tech circles, so that the Fiesta would be top-of-mind when they became ready to buy a new vehicle to complement their busy, tech intensive lives.
We created Fiestagram, the first European-wide photography competition on Instagram, where different Fiesta technologies (and their benefits) provided the photographic challenge and inspiration. Partnering with Instagram simplified user participation for a multinational campaign, whilst influencer and community outreach engaged existing users. The campaign hub lived on Facebook using Instagram’s API. But we took the campaign into the real world too, exhibiting photos in galleries and digital billboards, presenting them in real-time as submissions poured in from across Europe.
Over 16,000 photos were submitted. Community outreach and influential judges resulted in Fiestagram content regularly appearing on the Popular Page of Instagram. The Facebook hub had an average dwell time of 3.4 minutes and added over 120,000 new fans whilst coverage from influential blogs and media resulted in the Fiesta technology message being communicated to millions.
Due to its success, the campaign ended up being replicated across a number of non-European Ford markets around the world.
You can see the case study video here: https://vimeo.com/36414462
Social Media. Online video. PR and influencer outreach. Partnerships. Gaming. Events.
"a content centric earned media campaign, a takeover of Battersea Power Station, Ken Block, Mikko Hirvonen, various bikini clad Monster Energy and Zoo Magazine models and a Ford of Europe record for cost per engaged minute for a piece of online video"
Launch the new Ford World Rally Championship Facebook Page, whilst simultaneously pulling in a new, younger and more digitally engaged audience to follow the team in its pursuit of the WRC title.
We partnered Ford's WRC team with Codemasters for the launch of DiRT 3. Battersea Powerstation was booked out. Influential bloggers and media invited. And Ken Block and Mikko Hirvonen turned up to hoon it around a specially designed gymkhana course.
Special guests earned themselves a ride along which was filmed and given back to them to blog about, and three main videos were shot and released online post event.
Partnering with Codemasters, Monster Energy and DC Shoes immediately got the Ford WRC Facebook page out to a huge audience of young and digitally savvy extreme sport and rally gaming enthusiasts. In just 3 weeks, fans of Ford WRC on Facebook shot from just 3,000 to over 17,000. Post views increased from 126,000 to around 1,000,000 and post feedback increased by an impressive 828%. Total views of video content, all of which included the Ford WRC Facebook page URL, were in excess of 4.5 million. Blog coverage and earned media and influencer outreach led to over 34 million impressions on blogs, news and online media sites. The online video asset itself had a cost per engaged minute of £0.02 - a Ford of Europe record.
Interactive Digital Film.
"the highest engagement and most efficient ROI for a Ford online product film to date"
Create an interactive product film that can live on all Ford's local market sites across Europe, and allows consumers to explore the new features of the Ford Kuga in an engaging and 'sticky' way.
Integrate the online product film for the new Ford Kuga directly into the TVC. That was the idea. And by doing so, allow users to delve deeper into the specific features of the new Kuga, whilst continuing the same storyline from the TV ad and print executions they've already been exposed to.
By filming everything on the same shoot, the online film had both the highest production quality yet cheapest cost. Add to that the highest engagement and most efficient ROI for an online product film to date, and you've got a nice little IDF.
Social Media. Digital. Experiential. Mobile.
Create a card to help generate buzz for our new agency, as well as involve our staff in an event they'd want to talk about.
Set aside a 12m by 3m 'doodle wall' in our office then fill it with tweeted messages of goodwill, illustrated live (on webcam) by artist Lizzie Mary Cullen.
We photographed every message and uploaded it to Flickr so people could comment and share it too. And in just 3 days we received thousands of tweets, logged over 2,800 live viewer hours and saw a 632% increase in traffic to our website.
October 2009 - January 2010
"Land Rover's most successful Defender pack to date"
Land Rover needed to talk to the most down-to-earth people imaginable - farmers (specifically members of the National Farmers Union, who qualified for a special 5% discount). The challenge was to place the vehicle clearly in their world in a mailer that showed them, no matter what the job, Defender would get it done.
The no-frills nature of the vehicle was replicated in the utilitarian nature of the pack, made from 100% recycled, unrefined paper. The pack unfolded with a series of warning stamps, the sort you see on delicate parcels but in this case the meanings were reversed. 'Do not handle with care'. 'Not fragile'. 'Do please turn upside down'.' Do not be careful'.
With a response rate of 6.8%, it is set to be their most successful Defender pack to date. From 16,000 mailings, 1,089 people requested a test drive and 787 requested a purchase voucher.
May 2009 - October 2009
Digital. Social Media. PR.
With no media budget, how do we market the Fiesta to 25 – 34 year olds across Ireland?
We used Facebook as the sole channel to launch ‘The Fiestaval Movement’ – a page that gives you the chance to take 50 of your friends to any music festival, absolutely free. Simply upload a photo of your favourite festival moment. If your image gets more 'Likes' than anyone else's, you win.
The campaign also featured on an episode of the Irish Apprentice and helped launch Ford of Ireland into the world of social media. Two years later and they are the second biggest automotive page in Ireland.