Ford Ranger Vietnam Case Study

• Ford Vietnam increased its market share in the truck segment by launching 7 different videos showcasing the key features of its Ranger truck.
• The campaign delivered 1500 test drive bookings.
• The campaign helped sell more than 5000 Ranger trucks.
• The campaign increased Ford's category share from 9.5% to 10.5%.
• The agencies involved were Mindshare Vietnam, InMobi, and Moblaze, Vietnam.

Summary Details

• In 2018, import duties on pick-up trucks were reduced from 30% to 0%, making them cheaper than in 2017.
• To avoid a potential decline in sales, Ford chose to focus on the features of the Ranger instead of engaging in a price war.
• A well-crafted mobile campaign highlighted the unique features of the Ford Ranger and engaged the target audience.
• Dynamic Creative Optimisation (DCO), Geo-fencing, and Lead Generation tactics helped Ford Ranger grow its sales volume and strengthen its leading position.
• In 2017, the total pick-up segment declined by 9%, but Ford Ranger's volume grew by 4%.
• Ford Ranger's market share increased from 55.3% to 58%.

Campaign Strategy

• Ford Ranger aimed to increase penetration in the truck segment to 54% and maintain the #1 position.
• Their objective was to prevent customers from delaying purchases in anticipation of lower prices due to the abolishment of import duties on pick-up trucks.
• The import duty on cars in Vietnam dropped from 30% to 0% in January 2018.
• Other car manufacturers like GM and Toyota had already reduced their car prices, intensifying competition.
• The campaign focused on features instead of engaging in a price war.
• An interactive lead-generation ad unit was created to capture consumer interest and encourage test drive registrations.
• Seven different versions of 'Built Ford Tough' video content highlighting key features like off-roading, heavy load handling, and maneuverability were created.
• 80% of the total campaign budget was allocated to mobile, aligning with consumer behavior.

Campaign Execution

• The campaign focused on capturing consumer interest through interactive lead generation for test-drive opt-ins.
• Users were targeted based on device and location to download brochures and visit dealerships.
• Dynamic Creative Optimisation was used for contextual targeting.
• Geo-fencing targeted users within a 2-km radius of Ford dealerships.
• Geo Conquest targeted users who visited competitor stores.
• Users who engaged with one video version were retargeted with other versions.

Campaign Results

• The campaign was highly successful, overachieving objectives and reinforcing Ford as a leader.
• The campaign achieved a 60% reach increase and improved CTR from 0.1% to 0.36%.
• The campaign delivered 1500 test drive bookings and 1200 brochure downloads.
• The cost per lead was reduced by 15%.
• The campaign helped sell over 5000 Ranger trucks.
• Ranger's truck segment penetration increased from 55.3% to 58%.
• Ford's overall category share increased to 10.5% from 9.5%.
• Ford surpassed competitors like Mazda and KIA.