Doc Nonstop: How Real Stories Grow Brand Community
We all know the last tweet is yesterday's news, so how does a cause campaign with limited resources generate the content to grow and sustain a fan base over the course of a year?
Ford Warriors in Pink turned to its strength – real people and real stories. It empowered non-celebrity ambassadors and created a drove of meaningful documentary content around them. Working with its strategic film partner, Flow Nonfiction, the program exploited the flexibility of the documentary format to navigate the challenges of an integrated campaign (episodic content vs. a central film? an editorial calendar vs. real-time responsiveness? digital vs. broadcast vs. live events?) This lighthouse program has raised over $115 million to fight breast cancer over 18 years, but this year authentic engagement and hard sales numbers soared.
This panel explores the strategy, tactics and execution of a collaboration that answered the “content void” with hustle, heart and genuine interaction.
Additional Supporting Materials
- David Modigliani, Co-Founder and Creative Director, Flow Nonfiction
- Tracy Magee, Experiential Marketing Manager, Ford Motor Company
- Lauren Crane, Creative Director, Team Detroit
- Lisa Benford, Manager, Biological Safety, University of Houston
David Modigliani, Co-Founder and Creative Director, Flow Nonfiction
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