In the fast-paced consumer industry, brands need to continuously evolve to understand their audiences and maintain relevance amidst an overload of information and choices available to the end customers.
Ford leveraged TikTok to launch its latest SUV, the Ford Territory, in the Middle East and was able to engage a younger, tech-savvy audience through its campaign. Collaborating with WPP, Ford Middle East and TikTok developed an innovative "relevance framework" focusing on three key questions:
- What is being said?
- Who is saying it?
- Where is it being said?
Using these principles, Ford crafted content specifically tailored for TikTok, emphasizing captivating storytelling formats, upbeat music, and human presence. By incorporating product demonstrations, diverse visuals, and clear call-to-action(s), the campaign effectively engaged viewers and drove conversions on the platform.
The brand leveraged trusted and relatable creators in the MENA region, who already engaged with their respective communities in distinct ways. The creators came up with their own stories for the campaign, using cultural references on family orientation, and presenting the Territory as a vehicle for work, life, and play.
The implementation of the relevance framework led to a 2.4x improvement in Click-Through Rate (CTR) compared to industry benchmarks, indicating a high level of viewer engagement. The Video Completion Rate (VTR) experienced a significant boost, surpassing expectations with a 3x improvement. Additionally, there was a notable 25% increase in VTR to 100%, indicating that viewers were fully engaged and watched the entire video. The Brand Lift Study (BLS) results showcased a 3x & 2.8x Ad Recall uplift in KSA and UAE respectively compared to Ad Recall uplift norms in these markets.
Kiko Roest, Marketing Communication Manager, Ford ME, said, "It was definitely interesting to see how such an 'entertaining & fun' platform can impact the brand and generate tactical results that supported our main awareness objective and contributed to Ford's full-funnel objectives."
