WELCOME TO THE CLUB:
NorCal Raptors 

Ford has a relevance problem – despite its varied offerings, research indicates Ford is most strongly associated with farming and construction. 

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To expand what it means to be a Ford owner, we created episodic video content called Welcome to the Club, telling diverse stories that show what a car club truly means.

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In Episode 2, we shone a light on the NorCal Raptors, a club founded on their love of Ford Raptors and a belief that the world is best viewed from the cockpit of a truck. The episode chronicled a NorCal Raptors convoy as they traversed for 5 days over 600 miles of intense off-roading through the desert from San Diego down to Baja California. Viewers watched the convoy push themselves to the limit, strengthen friendships, and experience things only possible on the run.

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The episode was shared on Ford’s dedicated Truck Instagram with the results exceeding all projections & benchmarks, proving that Ford captured the hearts of thousands of new fans. 

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• 41MM Video Views

• 2MM Engagements

• 01:59 Avg Watch Time (up 200%)

• Convinced 10K new people to follow @fordtrucks Instagram