FordPass app

I was part of the core CX team responsible for the FordPass app. As Senior Account Director, I led the GTM strategy and communications assets to raise awareness of the app and encourage user usage. I worked closely with the Strategy Director, Lead Designer, and UX Designers to understand the key features worth communicating and the roadmap for the rollout. We successfully launched the app across all European markets.

OVERVIEW

The FordPass app was specifically designed to work with Ford’s connected vehicles. FordPass connects users with their vehicles, optimises journey routes, self-diagnoses the vehicle, sends vehicle health alerts, helps find charging points for electric vehicles, and notifies users when the vehicle is fully charged.

Marketing Brief

Objective:

Raise awareness and drive engagement with the FordPass app among Ford owners and prospects by highlighting its four key pillars: Command & Control, Maintenance, Journeys, and Electric. The campaign should showcase how the app enhances the overall ownership experience, making it easier, more connected, and more efficient.

Target Audience:

Primary: Current Ford vehicle owners, particularly those with connected vehicles, including both petrol/diesel and electric/hybrid models.

Secondary: Prospective Ford buyers, particularly tech-savvy drivers and those considering electric or hybrid vehicles

Value Proposition:

The FordPass app is the ultimate companion for Ford drivers, offering seamless control, maintenance support, smarter journeys, and the best electric vehicle experience. Whether you're a long-time Ford owner or exploring a new model, the FordPass app simplifies and enhances every drive.

KPIs:

Increased app downloads and active users.
Higher engagement with specific app features (tracked per pillar).
Positive feedback from users regarding ease of use and utility.

COMMS
PILLARS

Command & Control

Put the vehicle in the palm of the users. Give them immediate access and security.

Maintenance

Gives users a peace of mind in moments of crisis. Keeps them informed and in control.

Journeys

Recording users' journeys and give them insights. Helping them to become a better drivers.

Electric

Helping users get the most out of their electric vehicles.

Some of the work

Tactics & Results

Digital Advertising: Targeted social media ads and Google Display ads promoting each pillar’s unique features. Achieved a 25% increase in app downloads over three months.

Email Marketing: Send segmented emails to Ford owners based on vehicle type (e.g., connected, electric) with pillar-specific messaging. 10% conversion rate (users who clicked through and engaged with in-app features).

In-App Push Notifications: Encourage users to explore features they may not have used yet. 30% uplift in user retention among those who interacted with notifications.

Content Marketing: Product and How-to video demos. Drove a 60% increase in app engagement for featured functionalities.

In-Dealership Promotions: Encourage prospective buyers to explore the app during the purchase journey with demonstrations in showrooms. 20% increase in app downloads at the point of vehicle purchase.

Lessons Learnt

Tailoring Communication Across Multiple Markets is Complex: Developing communication assets for a sub-brand across 40 markets and 18 languages requires careful coordination to ensure consistency and localisation.