As Ford Authority reported earlier this week, a rather strange thing occurred recently when many of The Blue Oval’s Instagram pages showed up, well, without a single post. It seemed as if the automaker deleted all of the content that was previously posted on those pages, including its official one for the U.S., which was a bit odd, indeed. At that time, we speculated that this could be due to a potential switch up in regard to who handles Ford’s social media accounts – which has changed in the past – but now, it seems like we can blame a new marketing campaign for the wipe out.
After rendering many Instagram pages blank, The Blue Oval rolled out its new “Ready Set Ford” ad campaign, which is focused on the automaker’s strategic shift to “passion vehicles,” as well as its desire to make “big, strategic decisions to modernize and re-energize the Ford brand for a new era.” Now, shortly after the debut of that campaign, the official Ford Instagram page gained a single new post – the first Ready Set Ford advert.
On top of that, the same page – along with the official Ford Mustang Instagram page, which has 1.7 million followers – has also been updated with a new tagline that reads “Whether you think you can or think you can’t, you’re right. #READYSETFORD” – a quote often attributed to Henry Ford himself.
Clearly, Ford is using this new campaign to make a strategic shift in more ways than one, eliminating quite a lot of content in the process. It’ll be interesting to see what sorts of new posts surface moving forward, but it’s clear that at least in the short term, those will revolve around this new mantra. “‘Ready Set Ford’ is more than a tagline. It’s a catalyst designed to help our customers reach their full potential and feel ready for anything,” said Lisa Materazzo, Ford Chief Marketing Officer. “It’s our public commitment to you that our capability, our passion, and our innovation will match your own. And it’s a signal of a new chapter for Ford, one filled with energy and excitement.”
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