by Will Corry on March 3, 2014
The challenge was to persuade 500 people to commit to buying a £15,000+ Ford EcoSport, exclusively through Facebook, months before its general launch and availability in dealerships. This ambitious strategy involved Ford pre-selling a car in a way it had never done before. And it paid off: all 500 cars were reserved within just five days.
How did we accomplish this? We set aside 500 EcoSports and badged them as Limited Edition models. We then identified an influential audience of tech-loving early-adopters on Facebook and aimed to pre-sell them these models, long before the vehicle’s general availability.