Brief: Ford needed to introduce the first-ever EcoSport, a small SUV that helps you get more out of your big life, to millennials and empty nesters.
Solution: We tapped into a cultural trend which reflected the spirit of the brand, declaring EcoSport the official vehicle of life hacks. The Ecosport Life Hack Academy focused on tips and tricks to get more out of your day. The campaign featured a 10-part content series with Hearst Media hosted by Tia Mowry, culminating in an immersive lifestyle event in NYC that focused on the target's key passion points and shared the best way to hack each aspect of their lives.
Top experts in health and fitness, career building, home organization, travel and design - The Minimalists, Jessamyn Stanley, Smitten Kitchen, The Points Guy, Skylar Grey and others shared their personal life hacks via panels, demonstrations and performances. All helping guide guests towards their most maximized lives.
Results: Our LifeHack content series with Tia garnered 73+ million video views and 250K+ social engagements. Press and influencer engagement at the live event resulted in 385+ million PR impressions, 19+ million social impressions, and a very happy client.