The National Soccer Jersey is something to be respected. But what happens when you have more than one nationality?

The greatest distinction between us and many other countries in which one culture is predominant, is that we are truly multicultural.

This is the insight we recognized to create Ford’s campaign for the World Cup, and it is why camisetronford.com was launched— a campaign designed to reach Hispanics on the most direct level possible: their hearts. The medium? The most direct line of communication between a brand and a consumer to date, Digital and Social Media. This is the space Ford chose to provide such an experience, or a solution rather to a dilemma so particular to US Hispanics - a heart divided into many countries, cultures and, of course, teams could finally become one again on camisetronford.com through the creation of the first jersey that truly represented their multicultural passion.

We created camisetronford.com: a digital “jersey factory” in which these hearts divided into many countries could become whole again by creating one jersey that roots for them all.

When? The campaign started one month after the world cup and ended one week after the most important soccer event in the world finished. 5 weeks in total.

Why? Because Ford saw a need to fill this gap for their US Hispanic audience, to enhance their World Cup experience in a way that could only happen here—at home, in the US— where they are not just (insert nationality here), they are Hispanic. Ford believes this is among their strongest tools to go further; this evolution into multicultural citizens is something to be celebrated and encouraged in the journey for more—and here, you are more.

Actually it succeeds the client’s expectations in week one, which contributed to amplify the campaign from Hispanic market from Multicultural market.

• More than two hundred personalized real jerseys were given to fans and celebrities after they created them in the Camisetron website with their new nationality and name of their new country.

• Reached 54% of total universe. - 9.7M unique users

• Engaged 7% of total universe. - 1.29M unique users

• Facebook Reach (OCR/XCR)

• Facebook campaign reached a large amount of Hispanics that were not being reached

on TV, making up 36% of our net TV+Facebook reach.

• Gained 16.5K new fans to FEE, over 325 new

• Daily fans, 8% more than when using like-ads