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CASE STUDY

Ford Viral Videos Case Study

SMM Case Study for Ford

The Scenario:

India´s most-acclaimed hatchback from the American car maker, Ford, was celebrating Ford Figo´s second birthday in India. To mark this occasion, the company initiated a 360-degree campaign across 230 outlets in the country all through March, 2012.

Idea: The story behind ‘The 2nd Birthday Invitation of Ford Figo’ in the form of viral videos.

Campaign: Birthday invitation Videos Campaign

Client : Ford

Duration: 2 week

The Challenge:

The campaign involved its highly active social platform where it invites Ford Figo customers and fans to take part in the festivities and know about the car´s success story.

As a part of the 360-degree campaign and in order to involve more social media, the company made 4 animated video clips in different styles, inviting consumers to come and join the celebrations at Ford dealerships across the country.

The most challenging part was the designing of promotional strategy of these videos curated in local languages in a very short span of 2 weeks.

The Solution:

TBS researched and targeted media in the following verticals: Automobiles, Urban Lifestyle, Humor/General Entertainment, News Outlets and Bollywood.

TBS engaged its team to deliver creative messaging specific to each vertical mentioned above.

As an after-effect of initial kick-start, the videos gained momentum; TBS then leveraged the growing interest and broadened outreach to mainstream outlets.

Video Details: :

The Outcome:

TBS gained momentum for FORD’s campaigns by tapping in to influential bloggers and trusted site editors for extensive promotions.

The upscale of viral videos gained the attention of top-tier sites, blogs, forums, and online social networks exponentially.

The compelling messaging and key placement carried out by TBS brought the videos to notice of thousands of viewers.

SMM

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