Australia – Busy mums throughout Australia are turning to blogs to discuss everything from pregnancy and raising children, to healthy eating and career choices. And on one high profile blog, it's Ford's versatile new look Territory that is generating a lot of buzz.
Ford invited five influential mummy bloggers from Australia's most popular parenting website, Kidspot, to test drive the new look Ford Territory and share their experiences. The bloggers – who affectionately nicknamed the SUV ''Terri'' – drove the vehicles for four weeks in September.
"Ford Mummy Bloggers was the first major seeding campaign for Kidspot and it proved to be a huge success in terms of word-of-mouth and engaging mums to put the product in front of other mums and share their experiences driving the new Ford Territory," said Katie May, CEO Kidspot.com.au
"We have a great deal of confidence in Territory and by giving the Ford Mummy Bloggers the opportunity to test drive and blog about their experiences with the Territory, gave other mums true insight into the functionality and versatility of the car," said Jessica Provan, Ford of Australia's (FoA) marketing specialist for SUVs and Light Commercial Vehicles.
FoA started the online campaign to communicate the versatility and family-friendly features of the Territory after recognising that product trialing is popular amongst mothers who rely heavily on word of mouth when deciding which products to buy.
The Ford Mummy Bloggers made the most of their month with Terri, taking their families on weekend trips away and getting out and about as much as possible in the vehicles.
"Whether it is a trip to the supermarket to pick up yet another bag of bread, a ride though the neighborhood on a cold grey morning, circling the school compound before and after school, or just taking Terri down South Road to flex her curvy, well-formed body… I am trying to spend as much quiet time with her" wrote mother-of-two Kamini Navin.
After four weeks with Terri, Navin concluded, “The Ford Territory truly epitomises the Australian family car! With a great country and outback to explore, the Ford no doubt lends all the best qualities needed in a family. Comfort, safety, reliability, great technology features and classy body, certainly gave me a 10/10! To hear my children say they loved Terri and it almost felt like she was a family member.”
The Ford Mummy Bloggers were positive in their reviews of the new look Territory, and were especially impressed with its suitability as a family vehicle.
"It drives beautifully and smoothly. Millar and hubby both fell asleep during a drive to Ocean Grove yesterday. I would thoroughly recommend this car to anyone with more than two kids," wrote Ford Mummy Blogger, Toushka Manson.
See what Ford Mummy Bloggers wrote about Terri
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| Navin took "Terri" to the wondrous nature of Baraasa. |
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| Ford Mummy Blogger Christie Harris packed all the stuff that her family of four would need for a three-night trip to the Foreshore Caravan Park. "Doesn't look like much when you get it all packed in the Territory's cavernous cargo area," she wrote. |
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| Toushka's family on the road trip. |
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| Ford Mummy Blogger Kellie McCurdy enjoyed her family weekend in Melbourne. |