Digital Marketing Lead for Ford Trucks' Market Entry into Germany

The Mandate

F-Trucks Deutschland has been active as general importer for Ford Trucks since 2021 and has been able to record continuous growth despite a challenging market environment. In December 2023, the 1,000th vehicle was delivered. For 2024, the company is planning to expand its service network as well as the introduction of the new F-LINE, which impresses with advanced vehicle technology and high safety standards.

The challenges lie in a narrow target audience definition as well as in long-term investment and reactivation cycles. An ideal balance between timing and target audience definition in campaign management is therefore required.

The objectives include the sustainable promotion of the brand image on the German market as well as the downstream generation of concrete business enquiries. In addition, the opportunity for the brand to be represented nationally across multiple locations is to be communicated broadly. The focus is on making the unique advantages of these models known to commercial vehicle buyers and fleet managers, in order to encourage interaction.

The Play

Our solution consisted in developing a comprehensive brand awareness and traffic campaign on LinkedIn. This campaign highlighted the specific strengths and advantages of the F-MAX and the F-MAX Select. The campaign slogan, #together, underscored the message of strength and shared performance. Through differentiated targeting and a proactive adaptation of assets during the active campaign period, we were able to continuously increase performance and visibility.

The Return

The campaign reached 4,339,833 impressions on LinkedIn, resulting in a significant increase in brand awareness. With an average CPM of €3.10, the campaign was implemented extremely cost-efficiently. The average dwell time of 12.70 seconds on the ads demonstrates strong resonance and high engagement from the target audience. The solid brand activation in the first phase is a perfect foundation for launching further, exciting campaigns — particularly in the area of conversion. There are many opportunities here, for example generating concrete business enquiries via digital channels.