Ford Microsite

What do you get when you combine social media, an international telenovela star, and a sweepstakes into an integrated campaign targeting Southern California Hispanics? As it turns out, you get results. The Spanish-language Ford Somos Familia campaign (“We Are Family”) launched on Facebook in November, 2015, promoting three Ford models—the Focus, Fusion and Transit Connect Wagon. “This prospect can be reluctant to volunteer their information so opt-in rates can be challenging,” said Scott Empringham, CEO of Flash Point Communications. “But we got a 60% opt-in rate, which is huge."