Content · Digital · Influencer · Social
Ford Motor Company
Branded content partnership for Michigan Central
The value arc
From problem to value in four moves
Problem
Yet most Detroiters didn’t feel the connection and the tie to the brand.
Diagnose
Understand the gap
Reframe
Reframe through Detroitisit
Deliver
Publish a long arc
Compound
Compound engagement
Value delivered
Social engagement
52+ posts across platforms
- 0
Editorial stories
Published on Detroitisit
- 0+
Unique clicks to Ford pages
- 0+
Social engagement
52+ posts across platforms
- 0
Newsletters
Ford content + ads to 10k+ readers
- 0
Branded videos
12k+ views total
A multi-national and global brand, Ford Motor Company has outreach in most every country in the world. In the city it calls home, Detroit Michigan, the company has purchased the decayed poster child of architecture in Detroit, the Michigan Central Station with the goal of redeveloping it for community, retail and commercial use. Thus, aiming to revitalize the historic Corktown neighborhood in which it lies.
Approach
Understand the gap
Detroiters felt Ford's ads were selling, not serving
Reframe through Detroitisit
Hyperlocal editorial voice with earned trust in Corktown
Publish a long arc
30 stories, 52 posts, 14 newsletters, 6 branded videos
Compound engagement
142k clicks, 160k social engagements, deeper community infusion
By the numbers
- 0
Editorial stories
Published on Detroitisit
- 0+
Unique clicks to Ford pages
- 0+
Social engagement
52+ posts across platforms
- 0
Newsletters
Ford content + ads to 10k+ readers
- 0
Branded videos
12k+ views total
And beyond the numbers
30 editorial stories about Ford published on DII.com
A gain of 142k+ unique clicks to Ford pages
Over 52 social posts with over 160k engagement
Over 14 newsletters with Ford content and ads shared to over 10k+ audience
Six branded videos with over 12k views total
Ford’s deeper infusion within the local community
In pictures
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