Contains work that may be highly entertaining. Proceed with caution. ⚠️
Ford Pro
agency: vaynermedia
Turned a complex B2B fleet platform into a scalable, high-performing social content system
The Challenge:
How do you grab attention with a technical B2B product and make engaging social content for Ford's fleet enterprise division 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.
fantasy
fleet
Playing off the popularity of fantasy football, 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 framing Ford Pro offerings as lineup decisions that help businesses crush the season.
real-time
social
To build relevance with the fleet community, I leaned into social trends and pop culture – positioning Ford Pro as the solution to Fleet Ghosting, using familiar social language to humanize telematics and tracking features.