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How Ford used Facebook to sell out a run of limited-edition cars

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There’s still much debate about whether and how retailers and brands can best sell via social media. We were interested, therefore, to see a recent initiative in which for the first time, Ford used Facebook as a targeted sales channel to sell a limited edition run of 500 EcoSport cars.

The social media platform was the only place where Ford promoted the cars. It used, says Facebook, its advertising and targeting tools to personalize its message and ultimate deliver a high volume of shoppers to the conversion page.

It put photo ads on desktop and mobile news feeds – the page where Facebook visitors spend most of their time. The ads linked to a web page where people could find out more, customise their own model and claim a voucher to buy their configuration within seven days at their local dealer.

The model sold out at local dealers in 11 European countries, including the UK, Austria, Ireland, Germany, France, Italy and Spain.

“Ford’s products are known for their innovative features and design,” said Steve Adams, head of automotive UK, Facebook, “so it was only right that it sought an innovative and unique way in which to sell the first 500 EcoSport models across Europe.

“Generating this level of mass awareness, while cutting through to reach in-market shoppers, is a challenge for all automotive brands, so for Ford to be bold and produce such stellar results is very exciting.”

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