CX Strategy & Design / Ford Global RFP (client)
I orchestrate multichannel experiences that deepen engagement.
For most of my career, I’ve built engaging CX across touchpoints, technologies, and media—even before CX was a thing. Starting with digital and moving on through social, branded content, mobile, and, most recently, experiential, my toolbox has grown, enabling me to deliver seamless experiences to audiences anywhere, at any time. The abridged example below is one of many my Organic team and I planned and produced for a rather large ;-) global RFP (spoiler: we won)
Overview
Marie’s F-150H Journey
A home makeover junkie and DIY enthusiast, Maria can’t wait to redo the house she recently bought—but only after replacing her well-traveled Ford Blazer. Concerned about environmental issues, she plans to go the EV route. While she’s never seen herself as a pickup person (carbon emissions and all), she often thinks how convenient one would be for her DIY projects.
Checking out Facebook while sipping her Saturday morning coffee, Marie is intrigued to learn that Joanna and Chip Gaines—she loves Joanna and Chip!—have partnered with Ford on a DIY series. It could be interesting, but she needs to get to Lowes.
At Lowes, Maria checks out a Ford demo in the parking lot featuring—get this—an electric F-150. What she really likes is that you can plug things into it (like power tools!) She thinks it’s so cool that she has to share it with her fellow DIY-ers on Instagram.
Lounging on the sofa Sunday night, Maria sees another post on Facebook about the Gaines series and decides to check it out. The series is pure Joanna and Chip, and before she knows it, she’s spent 30 minutes down the DIY rabbithole.
Although her work days are busy, Maria always finds time to keep up with the socials. One day at lunch, she sees that a DIY influencer she follows is promoting the electric F-150; meanwhile, she’s loving the Gaines series and social content.
Maria and her BFF Jules are running their first half marathon, which is cosponsored by Ford. After picking up their race numbers on Saturday morning, they walk the race expo, spending time at the Ford booth, scoring some cool swag and time in the massage chairs. Maria was psyched to get inside an F-150H for the first time.
It’s race day! Along the course, Maria noticed signs that display the official time and—very cool!—convert the energy produced by participants passing over a special pad into EV miles.
Following a link from one of the Joanna & Chip videos, Maria opens a web-based AR app to explore the F-150 in her driveway—and she has to admit, it looks great. OK, time to schedule a test drive with a dealer!
