Ford Bronco

Services

• Social Media Content Management
• Ambassador Programming 

The Challenge

Ford’s objective was to drive more sales of Ford Bronco through the dramatization of the vehicle’s features, capability, design and utility. All of this investment should drive engagement, consideration and ultimately traffic to dealers.

The Solution

While mass media provided broad awareness, it was unable to create more personalized communications at scale to reach buyers of Bronco with content tailored to their interests and passions. The initial solution aligned to between client and agency was user generated content through paid influencers who would provide video and static imagery for use in paid media.

While this would be a way of generating content, it may not have carried the authenticity, commitment or continuity needed to generate results.

Business Unusual

Instead of influencers, Øuterkind developed a unique Ambassador strategy where best in class talent was identified, interviewed, vetted and contracted to generate content every week throughout the year.

This “digital field network” is organized through our digital portal which facilitates rcontent eview and publishing of what the ambassadors produce every week. In addition, the ambassadors are involved in local events and support of community-based initiatives like Bronco Wild Fund and Bronco Nation.