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Pathmatics Ad of the Week, Episode 6 - Ford v. Ferrari

December 05 2019 by Matthew Bozin
Screen Shot 2019-12-05 at 4.30.52 PM
Screen Shot 2019-12-05 at 4.30.52 PM

 

 

Our Pathmatics' VP of Strategic Sales, Mark Aronoff, revs his engines with our Ad of the Week, Episode #6, picking a winner with a trailer for the film Ford v. Ferrari.  Waxing nostalgic on his days driving a Ford Mustang, Mark couldn't help but get excited for a movie featuring a story with the most iconic automobile brand in the world.

Bringing such a major brand to the big screen felt like a great opportunity to review Ford’s digital spending strategy over the past year. Taking advantage of multiple channels, Ford's spend allocations can be compared to their lineup of cars and trucks--I mean, who doesn't like car-speak?

Ford slide 1

Let's take Desktop Video - the F-150 of Ford's digital spend, with an investment of $40.3 million YTD. Not to be outdone, Ford’s $25 Million investment in Facebook is just like the Ford Flex - a practical amount of spend and great bang-for-the-buck. Digging a bit deeper, Ford’s Twitter spend of $110 thousand YTD (note: twitter data starts as of 5/1/2019) - is perhaps akin to the Ford Fiesta (RIP); small, reliable, and won't upset you to upgrade in the future.

Beyond digital spend however, we find interesting insights into their Twitter strategy, as Ford has jumped in the hashtag revolution, using the bird-themed platform to promote social awareness. If we take a look at their tweets, they've managed to market their products while recognizing important historical events, or social movements, such as #cityoftomorrow and #womenwithdrive. Great to see such progressive thinking from Ford.

Ford slide 2

Let's be honest, we don't want to sway you one way or another to go see Ford v. Ferrari, nor do we think it's ethical to push you in the direction of buying a Ford. We can only show you the data. That being said...we just bought some popcorn and junior mints. We'll see you in a couple hours. #startyourengines

 

 

 

 

 

About Author
Matthew Bozin

After earning his BS in Communications, Matt cut his teeth in the entertainment industry, spending fifteen years writing everything from feature screenplays for A-List directors, to celebrity bios for some of Hollywood’s top actors. That creative drive made it an easy transition to Marketing, bringing his eye for storytelling to the digital advertising ecosystem.

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