Ford Targets African American Consumers with New Ad Campaign
Its goal is to reach those consumers who may be familiar with the Ford brand and its recent success stories, but might not be aware of some behind-the-scenes moments and collective efforts that took place as part of the company's turnaround plan.
“Our strategy with the ALL IN campaign was simple – we wanted to share Ford’s turnaround story in a way where we could highlight the “All In” approach that had to come into play as it relates to individuals from all areas of the business coming together to reach common goals,” said Shawn Lollie, Ford multicultural marketing manager. “Through this campaign, we get the chance to tell some of those stories while also shining a spotlight on key African American executives inside Ford who helped to create the Ford of today.”
Aside from print ads, radio spots and event integrations, the campaign includes a digital component that features CBS Sports personality James Brown. Brown, who has partnered with Ford in the past as part of its 2010 Ford Taurus launch campaign.
The videos include one-on-one conversations, with Brown as moderator and the Ford executives discussing their personal success stories and talking about the past, present and future of the company. The web videos will live on www.fordurban.com and will also be shown at major African American-sponsored events throughout the year.
The digital part of the campaign will feature Ford's Group Vice President of Global Quality, Bennie Fowler; John Viera, director of sustainable business strategies; Pamela Alexander, director of community development, Ford Motor Company Fund; and Jason Johnson, a product development engineer at Ford.