Ford x Essence Fest 2024: Activation

Objective: Deliver a streamlined and impactful experiential event tailored to the Black American audience, aligning with the refined Total Ford Plan. The theme will resonate with Black American women by highlighting the intersection of freedom of choice, technology, and empowerment, bridging the physical and digital worlds.

"Ford Motor Company, headquartered in Dearborn, Michigan, is a multinational automobile manufacturer founded by Henry Ford in 1903. Ford produces commercial and luxury vehicles under the Ford and Lincoln brands, respectively."

Campaign Results:
• 37MM social impressions
• +247K in-person attendees and 29K hand-raisers exceeding activation goals for hand-raisers by 139%.
• 5.47% overall social media engagement exceeding last year's goal of 4.28% and exceeding the stretch target of 5.25%.
• Increased engagement per post to 6.3% from last year's 4.1%.

360° Event Marketing Campaign Production:
• Led production efforts for digital (image direction, image comping, image retouching), print (tote bags, event welcome walls), and experiential (event activations) with external agencies/vendors.
• Sourced and managed photography/video rights, licensing, and fees in collaboration with the in-house production team.
• Worked with our video editor to create hero videos and social motion stories.
• Provided design and copy feedback directly to the client, ensuring alignment with Ford’s branding guidelines and marketing objectives.
• Coordinated with Ford's design agency, legal, and proofing teams for final approvals and compliance.

Team: Creative Director, Associate Creative Director (Copy), Senior Copywriter, Junior Copywriter, Strategist, Account Executive, Project Management, Production, Legal, Proofing, External Vendors/Agencies