Tkxel in partnership with Avantgarde created a facebook app to run Ford Explorer campaign in Dubai. At tkxel, we build social media, facebook apps and platforms that help brands drive traffic to their fanpages and social assets. We also supplement these campaigns with mobile apps and games. For your social or mobile media campaign, please contact us at info@tkxel.com www.tkxel.com

1. Social Media
Strategy – Implementation – Execution
Concept Development, Apps Development
Campaign Execution, Analytics Reporting
Refueling Ford Explorer
on SOCIAL HIGHWAY

2. Challenge
A brief background
Ford UAE launched the All New Ford Explorer in Dec, 2011. The challenge was to
break into the families/household market and create a perception of Explorer as
a family SUV.
Create a facebook strategy
that can help Ford build
the perception of Explorer as
family SUV.
Secondary, Enhance Engagement and Exposure on facebook.
This Campaign was developed in collaboration with Avantgarde.

3. Strategy
Social media team at work
The Social Media Strategist claimed
“User generated exciting
content can do the magic
like no other, we have data to
prove it. Lets create an app for that.”
With facebook selected as a platform of choice, the challenge for the Marketing
Strategy team was to come up with Apps that can Engage Families in a fun way
and at the same time introduce them with Features of the New Explorer and its
suitability for household.

4. Strategy
Social media team at work…
Considering User generated content as the focal point the team decided to create some
design concepts for photo sharing competition. Families were asked to share a photo,
highlighting a Ford feature in a fun way. During the design it was agreed to follow
photo sharing competition with a video sharing competition between
top families.
Photo and video sharing
competition will highlight
product features as well
as Enhance Brand
Engagement on facebook.
Concept Designer’s proposal

5. Implementation
Engineering team at work
Concept finalization laid ground for engineering to take control.
UX engineer was tasked with creating flows and illustrations
that can keep the usage intuitive and simple for the users.
Ordinary family members will
participate in the competition,
user flows need to be very simple.
UX Expert’s contribution

6. Implementation
Engineering team at work..
The next step was to create app that can realize the concept.
App Features included picture saving, sharing, vote count, integration with viral end points
of Facebook, CMS, reporting etc.
• Deliver bug free software in a very short
time.
• Design smart algorithms that can identify
fake accounts and submission.
• Provide server infrastructure that can bear
load of massive traffic involving photo and
video data.
Dev Team Lead highlighted his challenges

7. Execution
Campaign management team at work
Once app is developed the campaign was made live on fanpage.
Photo and video competition each ran live for fifteen days.
• Ran campaign and create buzz around it
through status updates, ads other social
media channels.
• Provided 24/7 support during the
campaign life both to fans and customer.
• Provided customer with reports and
analysis on the campaign performance
and optimize campaign as needed.
Campaign Manager chipped in

8. Implementation
Photos, videos and App screens

9. Celebration - Results
Stats for the month long campaign
42,000 + Families
Posted, Shared and Voted on Photos & Videos.
Ford’s fanbase rose from 13,500 to 88,000+
on facebook in MiddleEast.
4000+Daily Active Users
Traffic increased to
with Peak at 8000+ DAUs from less than a 100 on the Ford’s Middle East Fanpage.

10. TkXel Expertise
Our services
ACQUIRE

11. We love to get in touch
would
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Contact: info@tkxel.com
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Connect: www.linkedin.com/tkxel
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Socialize: www.facebook.com/tkxel

12. Acquire + Engage + Monetize + Facilitate
Your Brands
Social Media Presence