There are a lot of people who are skeptical about EVs. Range anxiety, insufficient charging infrastructure, and skepticism on capabilities have held back customer adoption. Ford CEO Jim Farley is committed to understanding and enhancing the EV experience, so his road trip was about testing the truck's performance across America's diverse landscapes, and proving the skeptics wrong.

Electric vehicles offer tremendous benefits to customers and communities alike – from their environmental impact to the way their embedded technology can help make customers’ lives easier. So this hands-on approach and showing what these vehicles are really capable of was an impactful way of moving the whole industry forward, not just Ford.

By setting out on the road to learn from customers and grow a community around the F-150 Lightning, Farley took on these concerns head-on and differentiated Ford as uniquely dedicated to addressing them.

The concept was simple, but pulling it off would be anything but. Ford CEO Jim Farley would take a three-day, 1,100 mile road trip to meet with Ford employees, dealers, customers, and EV enthusiasts – documenting his real-life experiences along the way.

Jim’s trip challenged the belief that road trips with EVs are not possible. It demonstrated the truck’s capability and features, while creating moments for Jim to learn from customers and build community.

Across varied terrain and climates, from bustling California cities to the remoteness of the Mojave desert, the trip was an immersive platform for Farley to engage directly with both long-time Ford enthusiasts and potential new customers.

Farley's interactions, captured in real-time, provided testimonials of the truck’s capabilities. This was about more than just showcasing the benefits; it was about embedding the vehicle in the country's cultural fabric, connecting electric innovation with the iconic American spirit of adventure.

The campaign leveraged real-time feedback and social media connections with the primary audience, which included potential new customers who are environmentally conscious and technologically inclined. Additionally, the campaign targeted organizations and businesses switching to electric trucks for their fleets, emphasizing the Lightning's durable performance and reliability.

Our approach was experiential and narrative-driven. With Jim personally driving, Ford positioned the Lightning as a product and a protagonist in a larger American story of innovation and transition. This approach humanized the technology and reduced psychological barriers by showcasing successful real-world usage. The campaign's narrative was crafted to be shared across multiple media platforms, enhancing visibility and engagement through traditional and digital marketing channels.

The call to action was to consider the electric vehicle not as a compromise but as a superior choice that meets both environmental standards and performance needs.

We employed a social-first approach to documenting the journey through frequent posts on Jim’s social channels. From customer selfies to heartfelt personal reflections, Jim brought his audience along as he traveled from Silicon Valley, along historic Route 66, to Las Vegas. In Los Angeles, Jim met Gen Z TikTok star Daniel Mac for an impromptu interview that was seen by millions of fans.

Unknown challenges, like a flat tire, extreme heat, traffic jams, and fluctuating schedules showed the trip wasn’t always perfect, but the footage was pivotal in creating a relatable, human narrative. Farley's social content led to significant media attention and fostered real-time dialogue with his audience. The trip achieved 10.3M video views, 10.1M impressions, and 1.5M likes. Daily summaries were circulated to Ford's nearly 175,000 employees.

After arriving in Las Vegas, Jim shared his experience with 13,000 Ford dealers at their annual meeting.

In a survey of target audiences, we saw improved confidence in Ford’s future. 43% of respondents reported hearing of the Road Trip, and the majority of those retained the purpose of the road trip. Axios and Memo’s 2024 State of Media & Readership Report also recognized Jim’s trip as one of three CEO narratives that broke through.

Jim welcomed reporters from the LA Times and NPR to ride along, generating positive coverage. Additional coverage in major media outlets including Axios, CBS News, CNBC, Business Insider, and Fox Business reached nearly 300 million people.

TikTok creator Daniel Mac generated over 8.5 million views and 1.9 million engagements, one of his top videos of 2023.

Positive reactions came from Ford customers, EV enthusiasts, and even competitors’ leaders like Tesla’s Elon Musk, amplifying social media reach by an additional 150 million.

Post-trip, Ford observed a notable increase in F-150 Lightning sales.