Ford Motor Company

Keith Koeppen - Manager, US Mktg. Comm.

Team Detroit *Lead Agency

Curt Jaksen - EVP, Managing Partner
Scott Lange - EVP, Executive Creative Director
Eric McClellan - EVP, Excecutive Creative Director
Kerry Doyle - SVP, Group Planning Director
Andy Martin - VP, Planning Director
Pam Marzolf - Paid Digital Acct.
Joe Minnella - SVP, Group Comm. Director
Kristen Naimi - VP, Planning Director
Jamie Ragg - Sr. Acct. Executive

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Undercurrent

By identifying our target's core influencers, and then being brave enough to hand the reigns of our communications over to them, we inspired our audience to move from virtual followers of the Fiesta brand to real Fiesta drivers. The 100% influencer-generated sequel to the Fiesta Movement campaign eclipsed the original by leveraging influencers as a highly authentic new media channel for Ford. We amplified over 11k pieces of content and earned over 1B exposures to raise Fiesta to record sales and capture more Millennial buyers than any other B Car.