MEET FORD MÉXICO

Ford Mexico, a subsidiary of Ford Motor Company, has been a key player in the country’s automotive industry since 1925.

With a strong local presence and an ongoing commitment to innovation, Ford Mexico designs, assembles, and markets vehicles that blend performance, technology, and style. From rugged SUVs to smart urban models, the brand meets the mobility needs of Mexican consumers.

Known for its focus on quality and customer experience, Ford Mexico drives freedom and adventure while delivering solutions tailored to modern lifestyles.

THE CHALLENGE

Ford Mexico sought to increase awareness and drive deeper consumer engagement for three of its standout vehicles: the Maverick, Bronco Sport, and Territory.

The challenge was to go beyond traditional demographic targeting and connect meaningfully with users showing real intent, without relying on personal data.

The objective was not just reach, but attention and interaction, focusing on metrics like time spent on site and engagement with vehicle content.

OUR SOLUTION

To meet this challenge, Ford Mexico, agency partner Mindshare (WPP), and Seedtag implemented a digital campaign powered by Seedtag’s contextual AI technology, Liz.

By harnessing Seedtag’s Intention Models – an AI-driven strategy that blends multiple contextual tactics to drive higher consideration and engagement – the campaign was able to differentiate between casual browsing and true purchase intent, all while respecting user privacy. This allowed Ford to establish a more meaningful connection with consumers who were ready to take action.

Through pixel integration across key site events and segmentation based on real user interests, powered by Liz, Seedtag’s contextual AI, Ford Mexico exceeded its engagement goals.

The campaign more than doubled its original time-on-site benchmark of 3 minutes, reaching an average of 6 minutes and 26 seconds. It also achieved a 3% click-through rate, significantly outperforming industry averages, while presenting opportunities for deeper site interaction and maintaining a bounce rate of 73.93%, consistent with typical display performance.

This result reflected not only a high level of user interaction and a strong alignment between the content and the vehicles’ unique features, but also proved that contextual relevance and AI-powered insights can drive tangible performance without compromising privacy.

The campaign deployed Contextual Native Display (CND) formats that naturally blended into editorial content, creating more immersive ad experiences, and matching Ford’s three vehicle models with relevant content environments:

• Ford Maverick: targeted to independent, adventurous users.
• Ford Bronco Sport: aligned with rugged, outdoor lifestyles.
  
• Ford Territory: tailored to tech-savvy urban commuters.