Ford Pro
agency:
vaynermedia
Turned a complex B2B fleet platform into a scalable, high-performing social content system
As Creative Director, I ran organic social for Ford Pro, the B2B tech-powered division of Ford Motor Company. Ford Pro provides fleet vehicles, like those Ford Transit vans used by Amazon, along with all the software and services the help businesses manage, electrify, and optimize their fleets.
The Challenge:
How do you grab attention with a technical B2B product and make engaging social content – without losing credibility with a serious business audience?
The Solution:
Even a straight-laced B2B brand can be relevant and entertaining by leaning into platform-native formats, cultural insights, and social trends. Instead of leading with specs and features, we translated product value into ideas that felt human, timely and familiar to fleet managers in their everyday lives.
fake
pharma
ads
Riffing on the constant stress of running a fleet or small business, I created a series of fake pharmaceutical ads. Suffering from Fleet Envy? Worried about electrification? We "prescribed" Ford Pro solutions – complete with tongue-in-cheek warnings and side effects – while still clearly communicating real product benefits.
fantasy
fleet
Playing off the popularity of fantasy football with our target audience, we launched Fantasy Fleet. a social and podcast series that treated Ford Pro vehicles, chargers and software as the "players" you could draft to build the ultimate fleet. I wrote the scripts for the podcast series and social content. framing Ford Pro offerings as lineup decisions that help businesses "crush the season."
real-time
social
To build relevance and an emotional connection with the fleet community, I leaned into social trends and pop culture. Knowing that fleet managers are worried about losing contact with their drivers, I positioned Ford Pro as the solution to the all-too-common fear of Fleet Ghosting – using familiar social language to humanize telematics and tracking features.