For the launch of the 2014 Fiesta, I lead a interagency and cross-functional team in the development and delivery a social media and content strategy that targeted a customer segment that Ford has traditionally had difficulty reaching.

 

The program includes partnering with bloggers from across Canada to tell stories of special moments enabled by the Ford Fiesta, a Facebook target block featuring content produced specifically to reach the intended audience, a content hub that aggregates content pertaining to the Fiesta from across the social web, and a in-real-life event for 500 people who fit the target profile.