Situation

Despite socio-economic barriers, including racial discrimination, black women in the US are leading the evolution of gender roles and expanding opportunities. Ford is a committed champion of black feminism, consistent with its mission to make people’s lives better through automotive and mobility leadership. For a decade, Ford has partnered with the annual Essence Festival and its quest to empower, educate and unite women of color.

Despite advances in income and education, vehicle purchases by black consumers were expected to decline in 2018. Many of the entrepreneurial pursuits of black women are underfunded and underestimated.

Objective

Establish Ford, especially Mustang and Expedition nameplates, as the brand of choice that helps her move her life forward.

The Brief

Ford’s partnership with the 2018 Essence Festival unlocks the potential that truly drive her dreams.

Scale

2018 Essence Festival broke attendance records, with over half a million attendees.

Budget: Approximately $2,050,000

10 Years of Sisterhood

Despite a cultural disposition toward family bonds among an extended network of friends and relatives, black women may perceive their aspirations to be in competition with other black women due to the challenges they face. Nonetheless, sisterhood for them is a cultural construct and badge that encompasses relationships of blood, friendship, community, religion and so much more. It's a special, even spiritual kinship throughout US history that has enabled black women to survive and persevere through intolerance, inequity and injustice.

In celebration of its 10-year partnership with the Essence Festival, Ford sought to create an experience that would honor and amplify sisterhood in community, education, entertainment and culture. The creative idea was to make the Essence Festival celebration a homecoming for sisterhood, where black women could support causes dear to them, gain peer mentorship, showcase their creativity and experience the best of Ford.

#BlackGirlMagic” Drivers 25–49

Nearly 33% of households headed by black women live below the poverty line. Still, women of color lead in growing purchasing power, initiating culture trends and driving entrepreneurialism. Their progress seems supernatural, exemplified by #BlackGirlMagic. Essence magazine says it’s a celebration of “black women awesomeness and their unique power at the intersection of culture, commerce and consciousness.” Black women 25–49 fuel automotive growth, with over half seeking performance, acceleration and fun in their next vehicle.

This audience is also targeted by the largest festival for black women: EF, an Independence Day weekend event featuring cultural celebrations and empowerment seminars. 25 years strong, EF features a robust press junket for the largest gathering of black-targeted journalists and influencers. Ford sought to empower the press corps to extend the sisterhood experience beyond the weekend and to the rest of the world.

Message

Ford reinvigorated #BlackGirlMagic for thousands at EF!

Over half a million attended EF 2018 during July 4th weekend. Ford’s immersive experience was the festival’s home for sisterhood. The experience was anchored by a convention center home stage, an EF concert footprint, and a New Orleans (host city) cultural-immersion tour for lifestyle journalists and influencers.

Ford’s live and social content featured world-class partners

Financial expert Tiffany “The Budgetnista” Aliche moderated three empowerment panels. Black female entrepreneurs pitched for a Ford Explorer

Ford Warriors in Pink: Raised breast-cancer awareness and funds throughout the footprint as black women are 40% more likely to die of breast cancer

Tracey Nicole, a breast-cancer survivor and fashion designer, led a fashion show and professional headshot makeovers

Le Musée de Free People of Color hosted a “Black Women in History” tour for journalists and influencers

Neyow’s Creole Café hosted journalists and influencers for a lunch & learn with local black female business owners

150-million-impression strong wave of sisterhood!

Nearly 42,000 unique registrations

Over 1,600 test drives

Improved brand favorability among event attendees by 21pts

Tripled purchase consideration among attendees

Ford experienced a 27% year-over-year increase in sales coming directly from registered conference footprint participants

90% of test drivers believe Ford supports the black community

76% of test drivers would recommend Ford

Over 2,000 positive Ford sisterhood conversations on social media

Nearly 300 media stories placed nationwide spreading the wisdom of sisterhood for nearly 120 million impressions