Storytelling in Marketing: Ford’s New Campaign
Storytelling in marketing is more than a fad; this method of reaching consumers is powerful. This style of marketing translates well across multiple mediums, including video content, print advertising, website content, and on social media. Ford just launched a bold, storytelling-forward campaign—its biggest marketing effort in over a decade. Here we will dive into Ford’s latest effort and what makes it special.
“Ready, Set, Ford” Emphasizes Humans, Not the Product
Ford’s latest campaign is a global undertaking called “Ready, Set, Ford”, which showcases the human beings that make up the Ford community. The campaign’s first television advertisement depicts various Ford vehicles enhancing the lifestyles of their owners. From off-roading to rounding up cattle to racing, Ford’s campaign puts the lifestyle of its car owners front and center.
The ad closes with a well-known quotation: “Whether you think you can or you think you can’t, you’re right” from the company’s founder, Henry Ford. According to Ford’s Chief Marketing Officer, Ford’s new message aims to put people first, not its products. There will be a series of ads—some of them global—over the next couple of years that showcase how a Ford vehicle adds value to various types of lifestyles and activities. For instance, some Ford vehicles are equipped with unique features like GOAT (Goes Over All Terrain), which is ideal for those in farming or those who enjoy off-road activities. There’s also a feature called “Pro Power Onboard”, which will be highlighted in ads to show this feature’s usefulness for job sites, camping, and charging electronic accessories.
Ford’s new approach to story-driven marketing offers a message of optimism and resilience while celebrating the individuals who own their vehicles.
Ways to Implement Storytelling in Marketing
Storytelling is a broad marketing style that can be scaled to suit the messaging needs of any business or organization. It can be as simple as highlighting customer testimonials on direct mail pieces or in video content online. Storytelling can involve showcasing communities where businesses are located or places and people that non-profit organizations serve. For higher education, storytelling translates well when celebrating the professional milestones of former students or research breakthroughs from university departments. Storytelling is highly customizable so that it can align with your existing identity and messaging.
Pel Hughes offers a suite of services to help you emphasize storytelling in marketing including cross media content, graphic design, direct mail, and personalized messaging. Give us a call at (504) 486-8646 to learn more.
