The Ford Figo is the entry level model of the passenger car segment for Ford in South Africa. It’s aimed at a young target market of people between 18 and 27. They’re incredibly driven, with a strong entrepreneurial spirit and they’ve never known life without a smart phone. They consume media ferociously, especially video. We decided to target them on Instagram with a music video.

 We created a campaign for our target market that featured our target market and rather than showcasing already established influencers with a social following, we gave a voice to young up-and-comers on the popular platform.

 The video featured on Instagram Stories, with our chosen stars, along with their skill or products featuring throughout. And each one was clickable for people to go to their individual pages. If a viewer saw something they liked or wanted to buy in the music video, they were able to go and learn more about the product and who made it, including the Ford FIGO.

 Their platforms saw significant growth and our aim to give them a leg up saw significant success. From the big star in the video, singer Rhea Blek, right through to the designers and stylists that featured. They all went on to bigger things within a year.

(Case study to follow soon.)