Measuring campaign ROI: Ford’s Next F-150

Roderick White

Roderick White reports on how a highly successful launch campaign of the new Ford F-150 was measured and analysed, using data from the Interactive Advertising Bureau's XMOS databank.

Measuring campaign ROI: Fords next F-150

Roderick White

Bill Ford described it as the most important launch in the history of Ford. The market for light pick-up trucks has been one of the most dynamic sectors of the US auto market, and Fords F-150 is the long-term market leader, having led the segment for at least 20 years. By late 2003, however, the competition, led by the Chevy Silverado and Dodge Ram, was snapping at Fords heels.

 

The new trucks launch had to be flawlessly executed, to achieve demanding goals in terms...

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