Last week, Saudi Arabia's King Salman issued a decree that from June 2018 women will be able to obtain driving licences. Ford joined the heart of the conversation with a striking image that went viral on Twitter.
The move is part of Saudi Arabia's efforts to diversify its economy and reduce its reliance on oil. Ford could see a change in its product mix, with smaller models potentially appealing to single working women and female students benefitting from increased mobility.
Ford also reached out to campaigner Sahar Nassif, who had told the BBC that she was "very very excited - jumping up and down and laughing". She continued "I'm going to buy my dream car, a convertible Mustang, and it's going to be black and yellow!" Ford Middle East reacted quickly and announced over Twitter that we would be giving her a new Mustang - the tweet was also the first in-market reveal of the 2018 model.
Crystal Worthem, Ford Middle East and Africa Marketing Director, also gave interviews about the news to Dubai Eye Business Breakfast and AP.
- Our Saudi post is the top performing organic Twitter post for Ford globally this year (according to fanpage Karma).
- Our Ford Middle East English #SaudiWomenCanDrive post is also the top performing Twitter post in the region at #1 when compared to competitor brands such as Nissan ME, VW Middle East, Chevrolet Arabia and Careem. It’s also our best ever performing post in the region.
- To date we have 15k retweets, 34k likes and a current reach of the conversation reflects around 7 million potential impressions on Twitter. This also includes an endorsement by an influencer which resulted in his tweet receiving over 176K Likes and a further 62K RT’s.
- Phase 2 started when we shared our #MustangSahar opportunity, after Saudi Sahar Nasif, who was quoted wish for her dream car, a Mustang in the BBC. Since we communicated we will make her dreams come, we have organically received 700,000 impressions and over 500 RT’s by many leading Saudi influencers. We have also featured in 10 dedicated news articles.
Overall, we have received a total of 35 online articles including Gulf Marketing and AdWeek.