In March 2011, Ford Vietnam planned to run various PR and Marketing activities to prepare for the launch the all-new Ford Fiesta to Vietnamese consumers. Social Media was approach was pursued by client, on the contrary of being a conservative brand, to be the main platform at the forefront of awareness and create WOM anticipating the market for the first ever and all new Fiesta.
The challenge was to create a social media program within 3 months to kick off the campaign, maintain the interest, and drive fans for the brand to 10,000 mark. The idea for to seek our for this all-new Ford Fiesta was born: Fiesta Hunt contest. Round 1 challenges contestants to upload a photo of Fiesta and explain why Fiesta is a perfect choice for Vietnamese. Ten winners with most votes from Round 1 enter Round 2 where they upload a video clip of Fiesta that emphasizes the connectivity feature. Winner to be selected by public votes (40%) and judging panel (60%) and to be award one brand new Fiesta worth 30,000 USD.
Listening was our first approach as planning and executing the campaign. Throughout the campaign, we applied proprietary social media monitoring techniques, in conjunction with our monitoring technology partner, to identify conversations relevant to the brand’s relationship with the target audience. The teams insights provided customers with useful information regarding the consumer interest and influenced the thinking of the clients to help the team arrive at a positioning for Fiesta. We also used Social Facebook Ads which helped to drive the fans to the Page and boost their interest in the contest. To amplify the program, we engaged 35 influencers , the biggest number of influencers at that time. Four Interactive Open Room Sessions were held in Hanoi and Saigon to introduce and motivate the influencers to share Fiesta Facebook & participant to Fiesta Hunt.
After 3 months of launching (March to June 2011), the campaign has attracted more than 13.100 fans, on Ford Fiesta Facebook page, exceeds KPI by 24%. Nine final videos receive a total of 38,000 votes . Not only being actively discussed on the official Facebook page, these video clips also became hot topics on many forums, websites and public media channels.
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