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Ford dips its toe into TikTok waters

The automotive brand used creators and the digital platform to tap into a younger, tech-savvy audience

Rather than sticking to traditional approaches, Ford sought to create a bold and memorable campaign on TikTok to resonate with its audience.

Using the social media platform, Ford was able to engage a younger, tech-savvy audience and create a campaign that defied its expectations.

It was all for the Middle East launch of the Ford Territory, a 5-seater SUV.

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, emphasising captivating storytelling formats, upbeat music and human presence.

By incorporating product demonstrations, diverse visuals and clear calls-to-action, the campaign engaged viewers and drove conversions on the platform.

Using creators

Ford 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 such as a father-daughter chat about the vehicle’s features or presenting the Territory as the perfect car 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.

There was also a notable 25 per cent increase in VTR to 100 per cent, indicating that viewers were fully engaged and watched the entire video.

The Brand Lift Study (BLS) results showcased an impressive 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 and fun platform can impact the brand and generate tactical results that supported our main awareness objective, and contributed to Ford’s full funnel objectives.”

A study done for TikTok by IPSOS indicated higher ad recall for brands after partnering with creators, while 67 per cent of users made a purchase after encountering a product in a creator’s video.

This highlights the strong influence of creator partnerships on driving tangible business outcomes.