Case Study: Ford achieves PR-to-sales conversion success with Cision

Ford Motor Company drives 2.5M site visits and 0.99% conversion with Cision

Ford Motor Company faced the challenge of launching the Mustang Mach-E, its first ground-up electric vehicle, while driving online reservations and protecting the iconic Mustang brand. The business needed to connect its PR efforts directly to sales conversions and ensure key messages about performance and innovation reached target audiences through earned and social media. To meet this challenge, Ford partnered with vendor Cision, utilizing its media intelligence and monitoring services.

Cision's solution involved a data-driven strategy combining audience insights, media segmentation, and SEO optimization to identify the best outlets and influencers for reaching prospective buyers. This approach helped Ford's communication team craft a targeted campaign that directly linked PR performance to business outcomes. The results were significant, with the campaign generating 2.5 million site visits, achieving a top 10 rank in Google Search, and most importantly, exceeding its sales conversion target with a rate of 0.99% against a 0.7% goal.

Ford Motor Company