Challenge
As Europe’s largest Ford dealer, Peoples Ford operates throughout Scotland and the North West of England. Despite its size and history, its social media presence was underperforming. Channels existed but lacked direction, consistency, and momentum. Posting was infrequent, engagement was low, and social media was not significantly influencing consideration or enquiries. In a competitive category where attention is fiercely contested, Peoples Ford needed to take quick action to dominate social media and turn inactive channels into a genuine growth engine.
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Solution
Equator delivered a rapid, insight-driven reinvention of Peoples Ford’s social and creative strategy, designed to drive engagement and measurable demand.
- Ran brand and audience workshops to define clear USPs, customer personas and objectives
- Mapped the car-buying journey to identify where social could influence decision-making
- Built a multi-dimensional content strategy around four pillars – Performance, Customer Experience, Nostalgia and Promotions
- Combined Ford heritage with modern formats including video, GIFs, games and competitions
- Deployed paid social to target specific personas with tailored creative and clear calls to action
- Adopted a test-and-refine delivery model to optimise engagement and conversion in real time
Results
Online enquiries doubled within three month
5,000 new followers added across social channel
Engagement increased significantly across previously dormant platforms
Social performance consistently outpaced key competitors
Outcome
Peoples Ford transformed social media from a neglected channel into a high-performing acquisition engine. The new strategy not only drove rapid growth in enquiries but also positioned the brand as a social media leader in the automotive sector. The impact was recognised externally, with Peoples Ford commended for its social performance at the European Ford Conference.