DEARBORN - The great strides made in how Ford Motor Company markets products in California’s Hispanic and Asian markets have earned the West Market Area (WMA) Ford Marketing Team a Global Diversity and Inclusion Award.
“The actions that this team took exemplify outstanding One Ford behaviors and total inclusion from partners with very diverse backgrounds to grow the Ford business in one of the largest markets in North America,” said Tom Brewer, general manager, Ford WMA.
The WMA Marketing team met with agencies representing both general (Dailey and Retail First), Zubi (Hispanic), Pancom (Asian) and select dealers to develop a media plan that maximized Ford creative by targeting top general market shows that had large Hispanic and Asian viewership.
All of the agencies were brought in to develop one California campaign for Ford Energi products, with the result being the same creative that is currently running in five different languages: English, Spanish and three Asian languages. The agency partners worked together to ensure casting was appropriate for inclusion in all markets. The result was a Fusion Energi spot that is currently running in general and Hispanic markets and a Ford C-MAX spot that is currently running in the general Korean and Chinese markets.
The WMA Marketing team achieved an industry first automotive Spanglish spot for the general market. These spots are being run in general market programing that reaches a large Hispanic audience. During this time, we they also maintained the in-language creative placements for both the Hispanic and Asian audiences. In the past, Ford would only go to market in the Hispanic and Asian markets with in-language media. The new Ford plan allows the company to go to market and reach a larger, broad-based diversity target by placing the same messaging across all media channels. This marketing change would not have taken place without bringing together these teams whom have never worked together on one state-wide Ford campaign.
As of June 2013, CYTD Polk Data shows California Ford retail car and truck share has increased in the general, Hispanic and Asian markets. More importantly, share gains have outperformed the national share gains in the Hispanic market (Nation Hispanic is up +.5 while Hispanic share in Northern California is up +.8 and in San Diego Ford's Hispanic share is up +1.9). Similar better-than-national share gains can be found in the Asian market in Northern California. There also were very significant production cost savings for Ford by using one campaign across three different demographics since two commercials were used in the general, Hispanic as well as Asian markets. Currently, the teams’ Hispanic work is being considered for use in the Great Lakes Market Area as well as in Puerto Rico.
Ford share in these California diversity markets has increased and in most cases, these increases are much greater than the national growth. Also, the cost savings of working together to bring one campaign to the general, Hispanic and Asian markets was well over $1.5 million.