How Ford Fiesta Created Brand Engagement with Classic Tactics

Profil_Billede-150x150Guest blog written by Christine Dissing, who holds a Masters in Marketing Communications Management and is passionate about advertising, branding and marketing communication, a passion she shares on her own blog attention2ads.tumblr.com. You can also connect with Christine on Twitter @christine_kbh.

Ford FiestaWhen Ford Fiesta decided to launch a new campaign, the aim was to draw attention and increase awareness about the new Fiesta. With this in mind, they wanted to create a campaign that would clearly attract customer’s attention towards the USPs, features and improvements of the car in a fun way. For this purpose, they partnered with Blue Hive and launched a new campaign across Europe.

The result was a cool engaging campaign that leveraged consumers’ love and eagerness to take and share photos. A photography competition called Fiestagram was launched in partnership with photo sharing app Instagram.

Photo sharing enthusiasts on Instagram across Europe were encouraged to upload photos in several categories inspired by the technology and features of the new car. Participants could, as always with Instagram, easily share their photos on Facebook, Tumblr, Twitter etc. As an added incentive, the best submissions were also shown on live-billboards and real life photography galleries across Europe.

The “feature” categories were: Starting, Hidden, Listening, Entry, Music and Shape and the winners of each are still shared on Ford Fiesta’s Facebook page.

According to me, the idea to make a photo contest is definitely not original in any way. Guess it has been a marketing tactic ever since the camera became a common household item. However, a good understanding of social and great execution has created results worth sharing. Not to ignore that this is a good example of creating engagement with a classic recipe. Here is a video for you all to catch a glimpse:

Ford Fiesta. Fiestagram campaign from Blue Hive on Vimeo.

Instagram’s New Algorithm – What You Need to Know

IMG_8423Nearly 6 years after its initial release and 400 million users later, Instagram is fast-approaching the ad-supported dominance of Facebook. Last week, it introduced its very own algorithm, following in the footsteps of Twitter and its parent company Facebook. Whether this is an enhancement is debatable and many seem to be divided on the matter as it stands. It begins with co-founders Mike Krieger and Kevin Systrom explaining that “on average, people miss about 70% of the posts in their Instagram feed”, which may be alarming to some.

 

Twitter jumped onto the algorithm bandwagon only last month and has received its own amount of backlash from it. The fear that it will destroy live-tweeting and the key reason people love twitter is amongst the concerns. Of course, users tend to prefer what they’re used to on social networks and aren’t very welcoming to change, so this may pass.

Facebook’s introduction of its algorithm, which was due to extraordinary growth, was a much-needed overhaul of the News Feed. The fact that Facebook is bigger than the largest country on earth makes it almost essential for it to filter out unwanted posts and let its users receive the most relevant content. The question now is, does Instagram need it too?

Facebook Instant Articles was also released last year, which is a great way for Facebook to avoid the standard embedded browser mechanics that so many apps rely on. This allows users to view news more fluently by delivering a more native user experience. It also coincided with the release of the Apple News app, which has recently opened its doors to all publishers. The fact that developers are now realising the public’s thirst for news makes things extremely well-timed for the ever-growing amount of algorithms social is seeing. We need news, whether it be world news or friend news, and we need it fast – even if we missed it being posted.

 

What This Means for Brands

From a brand perspective, it is unquestionably going to become more complicated to market on Instagram. There are many visual-based brands that invest a great deal of money into Instagram to be able to reach a specific audience or age group. One example is brands paying influencers to promote their product, which has ultimately made it possible for those influencers to make a living by monetising their audience on the platform. This is achieved with a combination of brand sponsorships from companies, product promotion and follower reach. So how will it affect their livelihood? Companies will be much more demanding when it comes to requesting the influencer’s actual reach once it’s available, which will very likely decrease the amount that influencers are paid. This, in translation, means that influencers could ultimately be forced to take a pay cut with the introduction of this algorithm.

In layman’s terms, brands will be required to pay for their posts to reach their fans. This is especially true if the posts have little engagement, which exactly replicates Facebook’s model as Instagram takes its big brother’s handy advice. A key question here is, will the quality of posts increase due to content ‘needing’ engagement to push through?

Additionally, until now, brands have been supplied with little to no data on their Instagram channels. With this algorithm and a clear business objective from Facebook to increase ad turnover on Instagram, the company knows that advertisers expect something in return. The exchange is a classic eyeballs and actions for paid budgets and to prove delivery of reach and actions, Facebook will need to provide data and show that brands are getting their money’s worth.

 

Implications & Considerations

As general guidance, it may be efficient to stop thinking about news feeds as stories. A profile is a story and will probably always remain that way, but a news feed is a different beast altogether. With the algorithm, your followers might see some of your posts in their feed but far from all, making feed storytelling pretty much impossible. The challenge is to create a valuable brand presence on social that is recognizable without the context of other content.

Another discussion point is how Instagram profiles compare to Facebook profiles for brands. Facebook Pages made it easier to separate personal and brand pages, but Instagram has yet to do such a thing. Will we see something similar in the future? If so, it is sure to bring a great deal more features from Facebook to Instagram, which is undeniably the path we’re on with the two companies. Another thing to start considering is whether Instagram will eventually suppress almost all organic ads, like Facebook does. After all, having an algorithm like this can undeniably camouflage the real reason followers are missing so many posts.

Overall, Instagram is rapidly growing to greater capacities, users are posting more and we ultimately live in an algorithmic world as far as social is concerned. And as Instagram ads are managed through Facebook, they are extremely easy to target to a specific audience, which appealingly makes use of Facebook’s limitless data. These will undoubtedly merge together to form one giant supply of data and algorithms will most likely do the same. So it could be Facebook’s existing model that Instagram slowly turns into. Simply put, like father, like son.