Ford Explorer

Electric Ford Explorer reveal – Leading this project at Ford was challenging due to siloed departments and a lack of shared best practices. I implemented a 'test-and-learn' approach, pulling in expertise from data, PR, marketing, sales, and design. Working closely with the CX and BX teams, I identified key stakeholders and focused on a user-centric strategy. The aim was to understand customer pain points across the entire lifecycle and quickly develop solutions to boost satisfaction and engagement.

THE CHALLENGE

Ford briefed the WPP agencies to work on a secret reveal of the new Electric Ford Explorer across Europe. The vehicle has been designed to appeal to European markets, where slightly smaller SUVs are preferred over the traditionally larger Explorer models in the USA. The brief was complex and shifted direction a couple of times. The plan was to execute a simultaneous, high-impact reveal to drive pre-orders for when the vehicle became available for sale, almost a year after its unveiling in March 2023.

Strategy & Content Development

Strategy and Planning

I led the WPP team and aligned the different strategic components of the campaign, and my role was to ensure all elements were connected and consistently followed. Ford's new North Star goal informed the Brand Experience strategy, led by the Omni-Channel advertising agency for Ford of Europe, giving rise to the 'Exploring Reinvented"

Media Planning & Segmentation

I coordinated and supported the connection and activation planners to develop user personas and segmentation, targeting young families with active, outdoor lifestyles. We created a connections plan that guided communication briefs for agencies and stakeholders, covering all key touchpoints from prospect to owner.

Customer Experience Planning & Comms

I supported the product team to design and develop a unique webpage for Ford, using competitor analysis to create an engaging experience with videos and animations for a vehicle not yet on the market. I worked in a GTM strategy to coordinate the launch of the web exprience with the rest of the campaign activation.

Content Planning and Creation

I directed all content production teams that worked on the assets for the website and digital channels, including CRM and social media. I oversaw the look and feel of the photo/video shoot, generating materials for the website and social channels. These visuals also guided other agencies working on 360 animations and the reveal event. I ensured consistency across all channels and campaign assets as the key link between teams.

NEW ONLINE EXPERIENCE

Overview

Ford required an innovative new web page that would feel bold and premium. The design and development of this page was a major project in itself, as it was to serve as the new template for all upcoming electric vehicles. Even the Mustang Mach-E web experience needed to be integrated into this new design. The project was high-profile and involved numerous stakeholders. The WPP CX agency was responsible for the front-end design, while Ford IT handled the back-end. Other stakeholders, such as the WPP production agency, also came under my oversight, and I worked closely with the brand agency to ensure consistency in look and feel.

See the site here:

THE SHOOT

WPP STAKEHOLDER MANAGEMENT

Go-To-Market

The plan was to launch simultaneously across 21 European countries on March 21 at 1 pm CET, with a reveal event hosted in Germany. Timing was crucial, as the main communications had to go live exactly with the event. Any leaks would have been disastrous, so coordinating all teams was essential for success. Although an external non-WPP agency handled the reveal event, I worked closely with them to ensure our social, PR, and CX WPP teams across Europe were aligned. Localised web experiences and emails were launched just minutes before the event to reach consumers and prospects seamlessly.

Watch the reveal event here:

Results

Won a silver DMA in the Automotive category with our Ford All-Electric Explorer Reserver CRM programme.

Lessons Learnt

Constant changes to the umbrella brief resulted in team fatigue. As a result, some members began to disengage, creating challenges and placing additional pressure on the remaining team members.