How Ford's Fiesta Movement kept pace with new social media habits

This report describes how Ford, the automotive company, promoted its 2013 Fiesta model to millennials in the US.

How Ford's Fiesta Movement kept pace with new social media habits

Stephen WhitesideWarc

When Ford introduced its "Fiesta Movement" campaign five years ago, it marked a real coming-of-age for social media as a marketing channel.

That initiative sought to enhance awareness of the company's Fiesta sub-compact car six months before its reintroduction into the American market. Its 20-year absence from US showrooms offered a powerful reminder that small vehicles may be popular in Europe, but they had rarely proven so in Ford's home country. But in 2009, several powerful forces – from the financial crisis and rising gas prices...

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