How did Ford Models become one of the hottest things on YouTube? The sub heading on the cover of the latest edition of Inc. Magazine states: “A viral video makeover helped it [Ford Agency] boost revenue 140% and land a big private equity deal.”
It’s important to note this agency has been in existence for six decades. In 2002, Katie Ford decided it was time to enter the new media space. A headhunter pointed Katie to John Caplan, formally the president [till 2001] of About.com. His challenge? Could Ford Models profitably enter the new media world, and if so – how?
Currently the agency has produced and distributed 1000+ short format videos that feature an informal style. The segments include Ford models and associates engaged in the informal chatter and interaction that typically takes place backstage during fashion shows, photo shoots, and shopping excursions. The videos have attracted ad agencies and apparel manufacturers, expressing interest as potential sponsors. Ford also received a “significant investment” from Stone Tower Capital, a New York based investment firm that manages $14 billion in assets.
The Ford article documents a specific example of how the agency and their production staff strive not to produce what the subscriber base may classify as a commercial. For example – an apparel manufacturer teamed up with Ford to produce a campaign consisting of four videos. In one segment a few Ford models chatted and one mentioned picking up a pair of jeans available from the apparel creator. It wasn’t an ad, just a reference. A rep. from the apparel company points out “People don’t pay much attention to a brand when it’s the brand doing the talking. What people listen to are neutral influencers, and models are perfect for that.” This campaign, along with a few additional incentives was responsible for $500,000 in register sales in one month.
The article also mentions the videos are viewed by thousands, and the best part of all – they cost as little as $200 to produce.
Welcome to the new media space …
** I highly recommend Inc. Magazine. This month’s edition also features A Complete Guide to Marketing in the Digital Age.
[this is not a paid endorsement]