Ford (@FordMiddleEast) saw an opportunity to connect with Twitter’s auto-savvy audience for the launch of the new Ford F-150 truck. The car giant took advantage of Twitter’s range of tools on its mission to educate people on Twitter, enhance perceptions around the new Ford F-150 and ultimately rev up sales.
@FordMiddleEast launched a multi-faceted Twitter campaign, partnering with the leading automotive publisher @ArabGTcom to create a video-led premium content series and inspire auto fans. To kick-start the campaign, this high-gloss content took pole position with a Twitter Takeover boosting awareness for 24-hours.
@FordMiddleEast moved into the education phase by putting Twitter’s Brand Notification tool into action. This enabled auto lovers to subscribe to reminder Tweets, alerting them every time @ArabGTcom published new campaign content. This was the first time brand notifications had been sent directly from a publisher’s handle, rather than directly from the brand. @ArabGTcom released a steady stream of branded content every week, spotlighting a different attribute of the Ford F-150, while @FordMiddleEast promoted the content to drive further engagement.
The final campaign push saw @FordMiddleEast launch a series of Carousel Ads and Video ads to nurture engaged Tweeters, by retargeting those who interacted with the campaign videos. These ads completed the journey by linking directly to the @FordMiddleEast website where auto fans could book a test drive of the new Ford F-150.