{"id":4371,"date":"2014-06-30T20:55:38","date_gmt":"2014-06-30T20:55:38","guid":{"rendered":"http:\/\/thepowertoprovoke.com\/the-blog\/?p=4371"},"modified":"2015-11-25T12:26:54","modified_gmt":"2015-11-25T17:26:54","slug":"ugc-case-study-ford-fiesta-movement","status":"publish","type":"post","link":"https:\/\/responseblog.wpengine.com\/2014\/06\/ugc-case-study-ford-fiesta-movement\/","title":{"rendered":"UGC Case Study: Ford Fiesta Movement"},"content":{"rendered":"

This user-generated content case study focuses on Ford\u2019s 2013 Fiesta Movement campaign<\/a>, which harnessed the social content creation skills of 100 brand ambassadors to engage a diverse millennial audience.<\/p>\n

Contents<\/p>\n

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  1. Agents And Missions<\/li>\n
  2. Niche Engagement<\/li>\n
  3. Natural Brand Moments<\/li>\n<\/ol>\n

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    1. Agents And Missions<\/h2>\n

    To help promote the 2014 Fiesta, Ford recruited 100 social content creators, which were known as Fiesta agents throughout the campaign. Each agent was loaned a customized 2014 Ford Fiesta for a year (with comprehensive fuel, insurance and parking reimbursements) in exchange for completing a monthly mission, and creating a video that documented the mission.<\/p>\n

    Fiesta agent missions included staging a fake Running Of The Bulls<\/a> on Venice Beach,<\/p>\n

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    eating 24 marshmallows<\/a> in less than 5 minutes,<\/p>\n

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    learning to hang glide<\/a>,<\/p>\n

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    and many more<\/a>.<\/p>\n

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    Although only a fraction of the missions directly involved the Fiesta (e.g. make a song using the Fiesta as an instrument<\/a>, race your Fiesta at the Willow Springs Raceway<\/a>), throughout all the missions the Fiesta was clearly depicted as the adventure-enabler. It\u2019s what brought the agents to their missions, just as it could bring American millennials to their own adventures.<\/p>\n

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    2. Niche Engagement<\/h2>\n

    The Fiesta agents comprised a diverse array of interest groups (e.g. fitness<\/a>, fashion<\/a>, car tech<\/a>, music<\/a>), each with significant social fanbases (many agents have over 100k YouTube followers). Thus, the Ford Fiesta message was able to be micro-tailored on a large scale, far more so than a single agency could pull off.<\/p>\n

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    The Klout profiles of Fiesta agents depict their impressive social influence and breadth of content themes.<\/p>\n

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    <\/h2>\n

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    3. Natural Brand Moments<\/h2>\n

    Some of the best Fiesta Movement content occurred outside of the monthly missions in the form of natural posts that showed how the Fiesta truly was an adventure-enabler for the agent, and not just promo-fodder. This was possible because the agents were given Fiestas for a long enough time to truly develop a relationship with the car (partly evidenced by how sad the agents were when they had to return the Fiestas to Ford).<\/p>\n

    One agent loved the Fiesta Movement so much she got a tattoo of the logo.<\/p>\n

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    Related Posts:<\/em><\/p>\n