Case Study: Ford Canada achieves 50% brand lift and doubles readership with inPowered

Driving Change with Both Earned and Owned Content

Ford Canada sought to refresh perceptions of its established Escape and F‑150 models. With both vehicles on the market for several years, the challenge was to generate new, positive consideration among in‑market car and truck shoppers (age 25–54), including people evaluating competitor brands.

inPowered promoted five earned and owned content pieces via native social and in‑ad formats (Facebook, DoubleClick AdX), steering auto‑interested audiences to compelling editorial content. The campaign engaged 6,258 people who spent an average of 1m 48s, doubled content readership during the flight and delivered a 50% brand lift; social placements (especially Facebook) and an earned story about the F‑150’s AJAC award drove the highest engagement, with males 25–40 interested in Ford and trucks as the top segment.

Ford Canada