Case Study

FORD

To create awareness around the launch of the new Ford Mustang in South Africa

To create awareness around the launch of the new Ford Mustang in South Africa

Our social media objective was to drive a high number of positive engagements on Twitter around the launch of the Ford Mustang while increasing Twitter presence and increasing

@FordSouthAfrica’s follower growth.

EXECUTION:

This campaign was divided into 3 parts:

1    Promoted Trend campaign.

2     Promoted Tweets and Promoted Account Campaign.

3    Twitter – First View Campaign.

01

Promoted Trend Campaign

The ‘Trend’ campaign kicked off on 1 December 2015 and Twitter was trending for 24 Hours with the hashtag: #FordMustangLaunch.

02

Promoted Tweets And Promoted Account Campaign

On the 2nd December 2015 the promoted tweets
and promoted account campaign kicked off.

03

Twitter – First View Campaign

On Sunday, the 17 April 2016, the final tier of the

the campaign went live with the hashtag
#FordMustangDay – a reference to the 17 April 1964 unveiling of the first Ford Mustang by #FordMustangDay, while mobilising South Africans around a loved iconic brand.

Ford claimed the Promoted First View Trend on the day and were once again trending for 24 hours with the hashtag: #FordMustangDay.

The numbers

The results for the campaign were far above industry benchmarks – all while keeping costs low for the client. The use of Twitter First View ensured that maximum engagement

was achieved for the video created by Ford for the campaign. Mark1’s proficiency in Social Media garnered the best possible results for the client – way above and beyond their initial expectations. Henry Ford II. Mark1 used Twitter’s First View function (the first media owner in Africa to do so) to harness the power of Twitter to own the conversation and create excitement around.

1 000 000

Trend Results

Trend Impressions

1956

Promoted Account Results

Followers Gained

101 764

Promoted Tweet Results

Engagements

252 480

First View Tweet Results

Tweet Impressions (69,873 Video Starts) (6,542 Tweet Completions)

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