The first campaign will be based around an event at which Ford will invite families to test the S-MAX and Galaxy cars, with unedited video clips shared across YouTube, Mumsnet and Ford.co.uk.
It follows a campaign carried out last year, developed by Wundeman, which asked mums to enter a competition to test one of the cars. The relationship has now expanded beyond Wundeman, to include other agencies in Ford’s roster including Mindshare and Ogilvy.
Richard Beard, communications manager for Ford, said, “Ford considered the Mumsnet community to be an audience we wanted to communicate directly with. The feedback we have received from the campaign has been very positive and we look forward to developing our partnership with Mumsnet throughout the year”
This story first appeared on newmediaage.co.uk