Generate a campaign that would appeal directly to Ford Mustang owners and enthusiasts. As an enthusiast market, we understood that a digital first approach, coupled with strong social media channel activation would be a key driver in this campaign.
Developing a theme that Mustang owners and enthusiasts could identify with was a necessity. The Brake the Beast identity was developed, and by positioning #BraketheBeast within social channels we quickly built an avid follower base. The use of video content across digital and social, drove high engagement and increased consumer consideration and intent. In addition, we leveraged influencer marketing with Vaughn Gittin Jr. to support the Brake the Beast campaign, driving additional awareness and engagement.