The Challenge
Ford Truck Month is a long-standing tradition that helps drive brand affinity at the national level and awareness & consideration for dealerships at the local level. Ford wanted content that honored the tradition behind Ford Truck Month while at the same time celebrating the innovations in the Ford F-Series trucks.
MAX was challenged with identifying an artist who embodies the hard-working ethos of Ford F-Series trucks and provides a fresh, exciting voice for Ford Truck Month.
The primary objectives were driving affinity and consideration, signaled by the primary KPI of engagement.
The Solution
Lainey Wilson isn't afraid to get a little dirt on her boots - especially if it means she gets to test out the newest Ford F-150®!
"A Ford truck is a workhorse, and I would consider myself a workhorse, too. I think a workhorse needs a truck that can keep up."
- Lainey Wilson
Lainey showed up on-set ready to crank up the tunes and get a little mud on the tires (and on the boots... and on the bell bottoms...).
Lainey brings the fun wherever she goes - but you can guarantee she won't stick around for long. Her brand new song "Can't Sit Still," featured in campaign content, shows exactly why Lainey Wilson needs a truck that can keep up with her.
This narrative was woven throughout social posts, activations, and dealership content, giving fans exclusive access to new music while connecting them emotionally to the Ford brand.
Spotlighting Lainey's authentic connection to Ford trucks and her relentless spirit, the campaign created powerful stories that resonated with both fans and truck buyers.
Community Management Social Videos
Our Community Management team represents Ford Dealer Groups at the regional level, bridging the gap between national brand identity and local community impact.
The team specializes in high-impact storytelling and content creation. This includes capturing live coverage of regional partnerships and sponsorships, as well as producing exclusive, behind-the-scenes footage from national Ford Music campaigns.
By providing this 'boots-on-the-ground' perspective, MAX translates massive brand initiatives into resonant regional content that builds authentic trust and credibility with the communities our dealer groups serve.
The Results
Fans were excited to hear a brand new single from Lainey Wilson, driving social activity and sharing.
Engagement rates on TikTok (43.5%), YouTube (57.4%), and overall social (40.5%) exceeded industry averages, signaling increased consideration for local dealership associations.
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