MRKT 347 Lecture Notes - Lecture 1: Kayla Brady, Ernest Friedrich Gilg, Millennials
Document Summary
Ford was targeting younger people (specifically the millennial generation) by using social media channels that were popular among this younger generation. It was targeting this market using people from the same generation (for the people by the people). The campaign was successful because the views, shares and attention each of the social media posts were extremely high. They noted that before this campaign younger generations had little name recognition of the ford name. They thought of cars that didn"t appeal to their generation. It would be beneficial to assess the name recognition of ford after this campaign, and whether or not it made these same people now think of smaller, fuel- efficient cars. Ford also could have assessed other generations and target market"s viewpoints on this campaign and the ford fiesta in general. Reseller support was used when they went to the dealerships and trained people on how to effectively use these social media outlets locally.
