1. Social Media Case Study
Presentation
Team Members:
Ang Puay Xin
Lin Wei Ling
Krishna Veni
Li Yu Meng

2. FORD FIESTA CAMPAIGN
Company Overview
A global automotive industry leader based in Dearborn,
Mich.
Manufactures or distributes automobiles across six
continents

3. FORD FIESTA CAMPAIGN
Purpose of social media campaign
To generate some buzz about Fiesta, a “supermini”
subcompact car before delivering it to dealership
To establish a U.S brand identity

4. FORD FIESTA CAMPAIGN
How did they start?
Ran a social media contest to recruit 100 U.S based
agents to try out the Fiesta for 6 months
People had to submit videos to YouTube to explain why
they should be chosen and garner votes
Applications were filtered based on their social presence

5. FORD FIESTA CAMPAIGN
How did they start? More then 4,000
applications earning
Ran a social media contest to recruit 100 U.S based
agents to try out the Fiesta640,000
more than for 6 months
views came in!
People had to submit videos to YouTube to explain why
they should be chosen and garner votes
Applications were filtered based on their social presence

6. FORD FIESTA CAMPAIGN
What was done for the campaign?
Chosen agents would get to try out the car for 6 months
Missions to be completed every month
Share their experience through Social media platforms
Facebook
Flickr
Twitter
YouTube
Ford Fiesta Movement website

7. FORD FIESTA CAMPAIGN
Results of the campaign
11, 000 videos posted
13, 000 photos
15, 000 tweets, not including retweets
5 million engagements on social networks, sharing and
receiving
6.5 million views on YouTube
11 million Social Networking impressions

8. FORD FIESTA CAMPAIGN
Results of the campaign
11, 000 videos postedawareness was
An
created!
13, 000 photos
15, 000 tweets, not including retweets
5 million engagements on social networks, sharing and
receiving
6.5 million views on YouTube
11 million Social Networking impressions

9. FORD FIESTA CAMPAIGN
SUCCESSFUL!
Sold 10, 000 units in the first 6 days of sales
50, 000 people interested, 97% does not own ford

10. FORD FIESTA CAMPAIGN

11. FORD FIESTA CAMPAIGN
VIDEO

12. FORD FIESTA CAMPAIGN
What went right?
Implemented multiple social media channels to create
digital buzz
Reached out to those who are listening and let those do
the talking for them and to connect to people like
themselves
“Get On Board” the executive team and the board of
directors.

13. PEPSI CAMPAIGN
Company Overview
PepsiCo is a world leader in convenient snacks, food and
beverages

14. PEPSI CAMPAIGN
Purpose of social media campaign
To promote Pepsi among the Canadian hockey fans
To give Canadian hockey fans their own iconic cheer

15. PEPSI CAMPAIGN
How did they start?
Initiated a contest on Facebook and twitter for fans to
create a cheer for Canada’s Hockey Championship and
Olympics

16. PEPSI CAMPAIGN
What was done for the campaign?
Allow people to vote for a new cheer on Facebook
New cheer selected and advertised on their Facebook
page and twitter
Forced usage of new cheer despite receiving negative
feedbacks

17. PEPSI CAMPAIGN
UNSUCCESSFUL!
Surface of Facebook group – The “Eh! Oh! Canada Go!”
chant is a national embarrassment with over 84, 000
members (dated as of 23 may 2011)
Being criticized on their own Facebook and twitter
pages
Numerous articles written on Pepsi’s lack of planning
and lack of respect for Canadian’s view in executing this
social media idea

18. PEPSI CAMPAIGN
Original Edited

19. PEPSI CAMPAIGN

20. PEPSI CAMPAIGN

21. PEPSI CAMPAIGN

22. PEPSI CAMPAIGN
What went wrong?
Ignored the views of Canadians and used own
employees to support for their new cheer
Canada already had a cheer for their hockey team

23. THE END