Ford x Sydney Sweeney
Award: Shortlist
Shortlist / PR / Use of Talent & Influencers / 2024
Award: Shortlist
Shortlist / Entertainment / Use of Talent & Influencers
How do you get women to reevaluate a brand known for hypermasculinity and truck stereotypes?
By highlighting one of Ford’s biggest fans, Sydney Sweeney, and the how she followed her passion for cars in a world where only 2% of women are mechanics.
The partnership, complete with a Auto 101 TikTok Series, an inclusive workwear line & a custom Mustang giveaway helped more women see themselves in and become fans of Ford.
All in, the campaign earned 94.2M Impressions (33% higher female coverage), 10% incremental product sales at campaign peak (led by women) and increase in brand health metrics.