Ford Strong Stories
Changing the meaning of strength
Ford is a legacy brand. From Built Ford Proud to Built Ford Tough, these iconic slogans are inspired by a perennial American POV. But strength looks a whole lot different today than it used to - and I’m here for it.
Together with Ford, we embraced strength and all its shades. I came up with a custom platform dedicated to sharing Ford’s Strong Stories and uncovering the new faces of strength. At the core, we highlighted today’s Ford drivers in all their glory and demonstrated how Ford powers their lives and experiences in completely unique ways.
Role: Strategy & Concept Ideation, Creative Direction, Production Lead, Talent Management & On-Set Shoot Direction
29.9M+ Social Impressions
6.1M+ Total Media Impressions
27K+ Total Ad Link Clicks
312K+ Article Page Views
“Ford reached a brand new audience with a robust program distributed across a variety of BDG properties and platforms, including NYLON, Bustle & Elite Daily.”
NYLON
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NYLON |
Meet Gabby…
Gabby is a former model who quit the fashion industry to become a grassroots racer, car builder, fabricator, and entrepreneur.
Click to read article
“6.5% VCR
(2.1x benchmark)
2.73% ER
(1.3x benchmark)
3,800,349 Impressions”
Gabby’s empowerment story engaged our forward-thinking audience likely contributing to the above benchmark performance.
BUSTLE
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BUSTLE |
“30% ER
(30x benchmark)
0:33s Avg Time Spent
(0:02s above benchmark)
1.76% Social CTR
(1.1x bechmark)
149,633 Views”
This article resonated the strongest with our viewers likely because of the fierce female talent featured. Mirna de-stigmatized stereotypes around fitness and achieving her physical goals.
Meet Mirna…
As an ultra runner and adventurer, Mirna uses her platform to break barriers and stereotypes within the outdoor sport.
Click to read the article
“We aligned Ford with the Elite Daily’s International Women’s Day Edit Sponsorship to position Ford messaging alongside relevant cultural moments.”
ELITE DAILY
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ELITE DAILY |
Meet Dee…
Dee is a seasoned stunt driver, doubling for A-list actresses such as Angela Bassett, Regina King, and Kerry Washington while performing difficult vehicle maneuvers. She is also the only licensed African American stunt woman who is a skydiver. Dee is a force to be reckoned with earning her a reputation as one of the top female drivers in entertainment.
“6.29% Completion Rate
(Benchmark: 3%)
2.38% Engagement Rate
(Benchmark: 2%)
3,760,984 Impressions”
