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Ford Canada Social Media

Telling the story of an iconic brand

The first hire by Ford Canada's digital agency, I was tasked with building a team to create and execute the digital motor content marketing strategy.

Our blog, a Webby Award Honoree, was the hub of our strategy where we created content to support vehicle launches and other corporate strategies.

With relatable content and plain language we answered people's questions about cars and explained how to get the most out of all the great features.

Showing and Telling

Video played a large part in our content strategy. We developed series with influencers, animated infographics and informative videos. Highlights include a F-150 video narrated by Dennis Leary, a zombie movie by Montreal YouTube sensation Patrick Boivin and a test drive of the Fiesta ST with Ken Block.

Published to YouTube, we embedded videos on the blog and wrote stories about them. The creative was used in digital marketing campaigns, and edits were produced for social and pre-roll ads.

Improving Perception and Increasing Favourable Opinion

Campaigns and creative developed by my team improved perception of Ford products among 75% of respondents to survey measuring impact of Ford Canada’s social media and content marketing strategy. Our content strategy for the launch of the Fiesta delivered 37.4 million impressions and contributed to 14% increase in favourable opinion for car in the following 2 quarters.