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    Ford Fiesta - PKR

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    Roshan Kanth
    Ford launched the Fiesta movement on social media to market the Ford Fiesta to younger millennials. While the campaign achieved some metrics like number of videos posted and views, it did not significantly increase brand awareness or sales. The campaign allowed volunteers significant freedom to market the car, so Ford had only semi-control over the messaging and content. Given the campaign's underperformance on key metrics after two months, the advisor recommends making material changes, such as altering the theme and allowing volunteers more flexibility in their marketing activities while maintaining oversight, in order to improve the effectiveness of the Fiesta movement.

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    Ford Fiesta - PKR

    Uploaded by

    Roshan Kanth
    675 views2 pages
    Ford launched the Fiesta movement on social media to market the Ford Fiesta to younger millennials. While the campaign achieved some metrics like number of videos posted and views, it did not significantly increase brand awareness or sales. The campaign allowed volunteers significant freedom to market the car, so Ford had only semi-control over the messaging and content. Given the campaign's underperformance on key metrics after two months, the advisor recommends making material changes, such as altering the theme and allowing volunteers more flexibility in their marketing activities while maintaining oversight, in order to improve the effectiveness of the Fiesta movement.

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    Ford Fiesta case analysis

    Original Title

    Ford Fiesta _PKR

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    Ford launched the Fiesta movement on social media to market the Ford Fiesta to younger millennials. While the campaign achieved some metrics like number of videos posted and views, it did not significantly increase brand awareness or sales. The campaign allowed volunteers significant freedom to market the car, so Ford had only semi-control over the messaging and content. Given the campaign's underperformance on key metrics after two months, the advisor recommends making material changes, such as altering the theme and allowing volunteers more flexibility in their marketing activities while maintaining oversight, in order to improve the effectiveness of the Fiesta movement.

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    © All Rights Reserved
    Download as DOCX, PDF, TXT or read online from Scribd
    Download as docx, pdf, or txt
    675 views2 pages

    Ford Fiesta - PKR

    Uploaded by

    Roshan Kanth
    Ford launched the Fiesta movement on social media to market the Ford Fiesta to younger millennials. While the campaign achieved some metrics like number of videos posted and views, it did not significantly increase brand awareness or sales. The campaign allowed volunteers significant freedom to market the car, so Ford had only semi-control over the messaging and content. Given the campaign's underperformance on key metrics after two months, the advisor recommends making material changes, such as altering the theme and allowing volunteers more flexibility in their marketing activities while maintaining oversight, in order to improve the effectiveness of the Fiesta movement.

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    The Ford Fiesta

    Group members
    Phani Govindalapudi (71510051)
    Krishna Mamidala (71510035)
    Roshan Kanth(71510063

    Why is Ford trying to use social media to launch a new brand?


    What is the key trade-off faced by a firm like Ford in doing so?

    Ans : Ford is trying the social media platform due to the following
    reasons
    1) Millennials who fall under the age group of 30 are more
    technology savvy
    2) Ford Fiesta falls under the B segment ( 885 to 99.9 cubic
    feet ) and B segment cars are purchased mainly by young people who
    were landing their first job or by old buyers who prized fuel efficiency
    and compactness . The younger generation has been growing fast and
    they use more of messaging,tweeting ,posting videos and use more of
    technology
    Trade of
    1) What would the repercussions be by using such a medium. ( bad
    publicity is a possibility)
    2) How to control the messages and activities of the social media
    movement ( possibility of performing something and not capturing the
    efectiveness)
    3) What should be the measures ? ( undecided metrics )

    How is the Fiesta movement performing by the metrics


    reported in the case? Should other metrics have been used?
    As given by the metrics the fiesta movement cannot be judged mainly
    because it is difficult to correlate sales with such a marketing spend .
    The desired set of virality and brand awareness was not significant .
    Other metrics should have been taken into considerations not only
    blogs(highest) and youtube subscriptions

    65% males and 35% females; uder the age of 34


    655 videos were posted against a targeted 600 and on anaverage a
    video was watched 1600 times
    Agents blogged632 times ; posted 5535 photos; each photo viewed
    108 times

    Is the campaign under control? What are the controls? Should


    underperforming agents be dropped?
    Two months into the campaign the desired results were not seen the
    campaign seemed to be heading towards external changes with
    customers seeking for their own methodologies according to their
    comforts in tweaking the marketing activity .
    Underperforming agents cannot be dropped as it would create a
    negative image on Brand Fiesta and thereby Brand Ford
    The campaign was semi controlled and user generated content
    helped build brand trust and reliability

    What is your advice to Chantal Lenard? Stay the course or


    make material changes?
    Chantal Lenard would have to make few changes in the marketing of
    Fiesta and the movement
    Consider diferent theme for the voluntary and allow them devise
    their own marketing activity (keeping checks and norms )
    Changes in measuring the efectiveness and encouraging non
    performers to be more visible in their online activity can be one of the
    changes .

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