Ford - The Ford Smoothie

Comms Strategy / Integrated / Experiential

Making sustainability look good and taste good

I was engaged to help Ford establish their master brand narrative. One of the pillars I helped identify to help them build upon their modernization efforts included a play to incorporate their sustainability innovations into master brand communications. 

It is a little-known fact that Ford has been a pioneer in sustainable manufacturing for decades, upcycling biomaterials into vehicle parts such as trunk mats, electrical brackets, and cushy seats which are found in many Fords today. With Ford continuing to struggle with attracting millennial consumers, now was not the time to be humble with such innovations. 

The Insight

With environmental issues regularly topping the list of concerns most dear to our millennial target, we sought to highlight Ford’s sustainability innovations in a way that was more inspiring than boring carbon reduction pledges and sappy manifesto videos extolling nature’s beauty. 

While sustainability facts are ignoreable, tangible sustainability acts aren't.

The Strategy

GET: Millennials skeptical of corporate greenwashing

TO: See Ford as a leader in sustainability

BY:  Highlighting how Ford sustainability innovations make a real impact you can touch and see

The Idea

We created the first Ford you can drink instead of drive, by taking many of the same sustainable ingredients found in Ford vehicles today such as coconut, rice, and soy, and turned it into a delicious smoothie.

The Execution

Our approach to marketing the Ford Smoothie was to market it just like a modern organic juice brand, which we executed in a three-phased approach: 

Inspire
This phase would focus on inspiring consumers with compelling content that brought our sustainability innovations to life. Key executions included interactive wild postings as well as an animated long-form film promoted on social and OLV channels. 

Inform
This phase  focused on deeper education of our sustainability initiatives by highlighting the range of sustainable materials Ford uses, as well as additional sustainability commitments. The key execution was the campaign landing page promoted on social and through digital publication partners.

Invite
Now that consumers were inspired by our content, and were informed of our initiatives, we wanted to entice people to order the smoothie. The key executions were social content from our partner influencers who drove their audiences to Uber Eats where they could order the Ford Smoothie for themselves.

Ford_final-18
20210710-Ford-16
wild-postings

The Results

  1. 60M impressions, lifting millennial brand favourability by 8.4% (nearly 3x Google benchmarks)

  2. 300% increase in Ford + sustainability related Google search queries

  3. Millennial web traffic was up 46% on campaign page, vs overall Ford.ca traffic

Selected Works

Ford - Mustang Drive StreamComms Strategy / Digital / Experiential

Ford - Ford SmoothieComms Strategy / Integrated / Experiential

Ford Escape - See the CityComms Planning / TV

Alfa Romeo - Brand PositioningBrand Strategy / Brand Positioning

Best Buy - Poké PartyComms Strategy / Insights / Proactive