Ford Accelerators (2016)
Strategies:
a) Multi-model campaigns help drive awareness and gain competitive share at the brand level.
b) Position F150 based on capabilities as a potential target for people considering the midsize truck segment.
Ford/Lincoln Own The Segment
KBB Traffic: Ford has maintained a strong position against key competitors with 20% of all KBB traffic – Slide 3
Own The Segment traffic to Ford Models has jumped 75% since KBBs Homepage redesign – Slide 6
Ford’s New Car Hub activities jumped 3% month-over-month with Incentives (+12% MoM), Ratings (+8% MoM) and (+7% MoM) seeing the highest month-over-month gains – Slide 10
Lincoln’s New Car Hub activities increased by 8% MoM with Photos Viewed (+125% MoM), Cost-To-Own (+67% MoM) and Pricing (+14% MoM) – Slide 13
Time frame: 2/24/14 – 4/30/14
Higher position on article led to more user engagement with video
Lift in new car traffic and engagement during launch
YoY and QoQ lift in consideration
Accelerator program drove a significant amount of shoppers to Chevy.com
Homepage placements accounted for 25% of the shoppers driven to Chevy.com
The rest of the campaign’s placements accounted for 75% of the clicks to Chevy.com
Mobile delivered over 79K ad activities, and the campaign overall delivered over 334k activities
Creative execution mentions:
1) New de-fogger reveal placement is highly engaging
2) New Car Tablet Experience generated large increases in shopping behavior and interactivity
3) Showroom placement allowed users to engage with new styling
4) Profile view allowed users to interact with new wheels
5) On the Homepage, shoppers were attracted to the price point
BrandWatch is KBB.com Strategic Insight team’s longest running tracker that provides an overview of automotive brand performance, Brand Snapshots. This report is now retired, the last quarterly update is for Q3 2015. The OEM Sales lead is listed as the contact for the brand and all references are cited. BrandWatch Topline highlights year-over-year brand trends, top vehicles, notable shifts in consideration, and provides factors of importance ratings. Areas of focus include: Brand consideration, Segment consideration, Factors of importance, Top 10 lists.