Brand owner: Ford
Agency: Mindshare Vietnam
Industries: Automakers & marques
Media channels: Online display, Programmatic display, Search marketing
Budget: Up to 500k
Ford set out to improve its consumer experience through taking a consumer-centric approach to make the car-purchase journey less complex. As consumer demand was rising, so was the competition in Vietnam's car industry, making smarter use of data more crucial than ever.
A data-driven marketing initiative, led by regional strategic guidelines, was deployed in Vietnam from the start of 2019. In the first six months – a period which is more likely for testing and learning – the results were surprising, with a huge impact on both effectiveness and efficiency metrics.
With a thorough understanding of the insight, as well as analysis of potential car owners' online behaviours throughout their purchase journey, a new KPI framework was set and deployed to ensure every action counted and there was no disruption or dropping out.