With the launch of the convertible StreetKa, Ford utilized a variety of public relations activity to gain media attention and to reach their target audience of style-conscious 20 to 34 year-old women.
Millward Brown Precis was asked by Ford to help assess the effectiveness of this PR activity in achieving these goals. In keeping with the car’s fun and fashionable image, pop star Kylie Minogue had been chosen as the face of StreetKa while other activity included work by PR firm Piranha Kid to promote StreetKa’s involvement with London Fashion Week, in particular the customization of a StreetKa by British clothing designer Julien Macdonald. Our analysis across a broad sample of media showed that the StreetKa launch not only generated more media coverage than any other Ford model except for the Ford Focus, but that this coverage had a strong and positive impact on the target market. Additionally, we collaborated with our sister company Mindshare to accurately assess the reach of the highly targeted campaign. We found that the Julien Macdonald coverage—which constituted only a very small proportion of the total number of press articles—was highly concentrated in media consumed by the StreetKa’s target audience, reaching a remarkable 96 percent of this group. With this learning, Ford confirmed the highly efficient PR value of the Julien Macdonald event and gained greater insight into effective launch strategies.