Ford Kuga: How Media Put the Brand Back in Demand
- Media
- Media strategy
Context
The automotive category has a long decision-making cycle, and during the war most brands shifted their focus to lead generation and working with already loyal audiences.
Ford followed the same approach, but by early 2025 this led to a gradual decline in brand interest: search demand dropped critically.
Task
Increase dealership visits and test drive requests by expanding the pool of potential buyers for the new car, within a limited budget.
Solution
We shifted the focus from purely performance-driven tools to reach-focused campaigns with strict control of frequency and visibility:
• scaled high-performing audiences in Meta with frequency 4+
• activated Telegram as a mass reach channel
• during peak periods, added YouTube with low frequency but precise targeting based on key interests and search intent
Results
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+53%brand search
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+30%dealership visits
Conclusions
Sustainable brand growth is impossible without reach-driven campaigns — especially in categories with a long decision-making cycle.
Video and contact frequency are key to building awareness. Telegram proved to be an effective mass communication channel. When planning campaigns, it is critical to define success metrics in advance, as classic performance metrics do not always reflect real brand impact.
