One Ford Digital Integration

Demostrating "One Brand One Experience" strategy at its best

Office: Greater China Region

Client: Ford

Where can I find the updated brand news? Which application would solve my problem? How to manange all digital products under different legal entity?Question marks from consumer and branding team draw Ford's attention on their digital services in China market.

Having enough of the scattered, disconnected online touch points, Ford China decided to do something to improve their digital experience.

With the concept of One Ford. VML stepped in to create a seamless digital experience in China market.

The integration involveds all services and digital touch points including mobile App, Wechat miniprogram and official website to deliver functional values throughout a customer’s life cycle, inspire emotional values via exhilarating engagement, and strengthens Ford brand loyalty

With One Ford stratgy in place, what we did is innovative and original in China market. As we are leading this transformation process, We must find our own path.

Jervis Zhang Market Director of Ford China

Containing 10+ disconnected digital products owned by 4 different legal entites at the same time. Finding the right digital platform to deal with is hard for consumer. Apart from the disorientating user flow and clutterd interaction pannel, branding team got limited control on the digital assets owned by other legal entites. Something must be done to the current chaotic digital experience

One Brand One Experience" - after serval rounds of reasearch, it is decided to launch a refreshed, Ford branded digital experience that is ‘always-on’ across multiple touch points. We spotted similarities among all sales networks in terms of business logic and functional requirements, with a simple tweak on display, Central team should be able to manage and audit all digital platforms under a consistent user flow and design guideline

Intergrate current digital touchpoints into a united super platform owned by central branding team.Considering China's uniqe internet enviroment of fast changing trend and various digital products, the intergration covers website, mobile application and wechat miniprogram to reach all consumers with a consistent digital experience regradless of devices and platforms

8% Useage increase for Mobile app 2 months after upgrade

44% CSI increase for Mobile app 4 months after deployment

24.9% Average DAU raise for Miniprogram in 1 year

15000+ Leads collected on Miniprogram During a 5-days event