To achieve these campaign objectives, the music platform created a first-of-its-kind, immersive brand experience called Country Built, a Custom Content Brand Station centered around country music, designed to attract and engage Ford’s target audience.

The campaign ran from June to December 2015. In preparation, the music platform identified the Ford Truck Persona and studied their listening habits to expertly curate a country music station built just for them. The music platform collects over one billion daily data points on listeners and turns them into actionable insights for brands to drive results. Through station re-targeting efforts, Ford activated specific segments of their audience with personalized messages, incentivizing listeners to take action. Host, Otis Gibbs, tells the story of country music’s rise across four unique episodes bringing the Ford F-150 brand attributes to life. Each episode featured a multitude of content experiences to keep listeners engaged, increasing Ford’s opportunity to reach them with relevant advertising. Custom audio, video and display advertising was also produced to associate the Ford F-150 story with the music narrative, reinforcing key product attributes and selling points.

Ford was successful in achieving its campaign goals, evident in the following results:

? Over 2 million listeners are engaging with the station to date

Millward Brown Digital also confirmed Country Built listeners are now more likely to associate Ford with country music than any other truck brand. The music platform was a perfect partner for Ford to use country music to exemplify the principles of the brand and its iconic truck series – “built tough” and “built to last.”