Ford Selects Born Social to Lead Social Marketing Strategy

Born Social, the full-service social agency, has been appointed by Ford to lead their social marketing across Europe as their agency of record. Specifically, to transform the automotive manufacturer into a social-first brand, capable of swift and culturally relevant responses which engage a wider audience throughout the region. Their first campaign launches today for the new electric Explorer.

The ‘Charge Around the Globe’ campaign features Lexie Alford, known as @LexieLimitless to her followers, who has embarked on a ground-breaking road trip using the new electric Explorer. Lexie, inspired by trailblazer Aloha Wanderwell, aims to be the first individual to circumnavigate the world in an all-electric vehicle. The campaign is a collaboration of agencies: Wieden+Kennedy, Mindshare, and H+K Strategies. They will amplify the campaign's impact and ensure the Charge Around the Globe journey resonates with European audiences.

Social media acts as the cornerstone of the ‘Charge Around the Globe’ campaign. Born Social will establish a consistent and immersive narrative across Instagram, Facebook, YouTube, and TikTok. The content ecosystem has been built with the ambition to deepen engagement with Lexie's journey and reshape perceptions of Ford and electric vehicles. The editorial content from the expedition will showcase the Explorer's innovative features and differentiate the vehicle's premium qualities, setting it apart in the market. The weekly content releases will contribute to building a unified European Ford brand that resonates across diverse European markets. The strategy by Born Social is aligned with Ford's ambitious goal of electrifying its entire line up of passenger vehicles by 2030, and appealing to a younger, adventure-seeking demographic.

Pete Zillig, marketing director at Ford Europe, commented, “Ford has huge social marketing ambitions, as we shift to put it central to all of our marketing activities. Following an in-depth pitch process, we found Born Social was clearly the leader in delivering strategic vision, engaging creative, and European reach. As Ford aims to lead the conversation around electrification as our next phase in our history, we look forward to working with them as our strategic social brand-building partner.” 

Ben Tyson, CEO of Born Social, commented, "Ford is on an exciting journey and we are completely revved up about being their European social agency as they look to tell ground-breaking stories for their ground-breaking cars. We are looking forward to being their partner as they travel towards full electrification and beyond”.