FORD PERFORMANCE WRC 2023 Season
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year:
2023
As part of a broader strategy in support of Ford's dedication to motorsports and to reinforce its connection with the rally and off-road communities worldwide, Ford Performance decided to put renewed focus on the 2023 FIA World Rally Championship (WRC) and get support from a Championship-experienced team that was close to the action. Recognising the importance of an authentic digital presence to connect effectively with the passionate and dedicated rally community, Ford Performance appointed ROOTS., as its official social media and communications partner for the season.
The Challenge
Ford Performance needed to reinvigorate its brand presence within the WRC and forge a stronger connection with the rally and off-road communities worldwide. The goal was to capture the adventurous spirit of rally racing, which Ford Performance closely aligns with, showcase the high-performance Ford M-Sport rally team, and particularly highlight the Ford Puma Hybrid Rally1 car. The aim was to achieve this while engaging with a global audience, spanning diverse cultures and languages across five continents.
The solution
ROOTS. developed a comprehensive multi-channel social strategy tailored to Ford Performance's ambitious goals. The strategy was centred around creating and managing bespoke content that resonated with the core values of adventure and freedom inherent in rally culture. Key initiatives included:
Content Creation: ROOTS. crafted hero graphics, stage-by-stage highlights, and social-first videos, spotlighting the prowess of leading drivers Ott Tänak and Pierre-Louis Loubet, and the innovative Ford Puma Hybrid Rally1 car.
Multi-Channel Strategy: Utilising Instagram, Facebook, and X (formerly Twitter), ROOTS. orchestrated a cohesive narrative across platforms, ensuring consistent engagement with fans before, during, and after each of the 13 events of the season.
On-Site Activation: ROOTS. deployed a dual strategy, combining their Shoreditch base operations with on-site event coverage supported by M-Sport, ensuring real-time content creation, fan interaction and BTS content of the Rally1 drivers.
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The results
Through innovative content creation and a multi-channel communication strategy, ROOTS. not only rejuvenated Ford Performance's social media presence but also deepened the brand's connection with the global rally community. The campaign's success is a testament to the power of collaborative storytelling and targeted digital marketing in the high-octane world of motorsports.
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