Case Study: Ford Motor Company achieves 12-point ad recall lift and 2× return on ad spend with Facebook

Winning Filipinos over with mobile video

Ford Philippines set out to make the EcoSport subcompact SUV stand out in a crowded crossover market by promoting its “Keyless entry by Ford” message to young, mobile-first Filipinos. Having a TV commercial already, the challenge was to cost‑effectively extend reach—targeting roughly 12 million 18–25-year-olds—and cut through short attention spans on mobile.

Ford repurposed the 30‑second spot into mobile‑optimized carousel and bite‑sized videos with on‑screen text and a visible logo, then executed a three‑phase Facebook/Instagram targeting strategy (broad 18–25 targeting, retargeting viewers who watched 10+ seconds, then lead ads for repeat viewers). The campaign reached about 12 million young Filipinos (roughly 62% of the core audience), drove a 12‑point increase in ad recall, a 5‑point lift in message association, and delivered 2× return on ad spend.

Ford Motor Company

Lance Mosley

Managing Director