On Christmas, Ford wanted to send a different message to their customers. They wanted them to know that the company’s real dream was to have them as clients. For that to really mean something, we needed to say it on a place where relationships count the most: social networks.

That’s why we created “Ford Wishlist” – a Facebook campaign that transformed our fans into the gifts our cars wanted to get from Santa.

Upon having their illustrated version posted on our cars’ Facebook page as part of a Christmas wish list, these fans got so surprised, they even bought the cars.

First, we searched our Facebook pages for fans that have demonstrated interest in our cars. Then, we scoured through those people’s profile and found the ones whose hobbies and personalities matched the best with the car they were interested in.

After being sure we were talking to the right people, we began transforming those fans into gifts for our cars. We started by collecting all information we had from their public profiles. We looked at pictures and hobbies to draw them as toys. We posted their illustration with a personalized message that would resonate to their emotional side and, therefore, create the bond we needed for the campaign.

To reach those fans, we enlisted the help of Custom Audiences. With the information we gathered before, we were able to sponsor our posts right to the fan we wanted. We also used Look Alike to increase our reach to other fans.

“Ford Wish List” stood out on Christmas. Instead of doing what most brands do and say we were the right gift for our clients, we told them they were the right gifts our cars wanted to get from Santa.

With an investment of less than US$20,000.00, we were able to interact 77 thousand times with our fans and got 42 thousand clicks directing users to our Christmas offers. Most importantly, we were able to make our cars dream come true. We reached the people we wanted to and some of those fans were so impressed, they even bought the car.