Friday, August 31, 2012
Social media ad buys are kind of crazy. Take in point this ad for the new Ford Fusion Random Acts of Fusion campaign from Ford that showed up in my Facebook Home page newsfeed.
It has a visually interesting video still image of the actress Kate Micucci. How is her last name pronounced? I tried to say it to my wife and got slapped. Personally I had no idea who she was, but that says more about my lack of TV watching than it does about the choice to use her in the automotive ad. It's more interesting to use a celebrity, especially an attractive one than always going with another beauty shot of a car.
What's interesting though is what happens with the ad's engagement. Do people like it for the car, the brand, or the actress? Based on the comments it is highly likely the ad gets its engagement less from being automotive than being cute celebrity content.
However that really doesn't matter in the end, because people engaged with the brand in some way today that probably would have never happened if it wasn't for the nice photo of Kate and bonus if they clicked the video to see what she had to say.
Obviously the focus here is generating awareness for the campaign to people who probably are not car people. What do you think? Does it matter what generates a like or a comment on an ad?
Posted by Chris Baccus at 10:30 AM