Experiential + Digital
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“Inspired by Color”
We wanted to position the Ford Fiesta as the ultimate fashion-tech accessory for young African American women heavily engaged in fashion magazines for trends. The creative- “Inspired by Color” – was an experiential event that challenged participants to compete for a role in the Fiesta ad campaign by creating the most unique outfit inspired by the vibrant colors of the car.
Achieved 124MM click-throughs, over 51% higher than projected on an integrated launch campaign for the Ford Fiesta.
For three days, we filmed contestants interacting with the Fiestas and answering a series of questions in front of a celebrity panel, creating content for PR, banners, print, TV, and numerous content videos hosted on our hub, a weekly ezine. While in social, contestants, fashion bloggers and news outlets generated online chatter. The star of every piece shared was always the Fiesta.
Role: Co-creator, Copywriter