Through a reallocation of ad budgets, we reduced spend on Search and diversified to YouTube pre-roll, social, and display. The remaining budget drove a 10% total increase in site traffic driven by lifts in branded search, display, and social.
Employees need to have a positive experience with the brand just as much, if not more, than customers.
We wanted members of the Stamford Ford Lincoln team to feel inspired to be excellent.
Not all branding is meant for outside audiences. The Stamford Ford Lincoln brand launch was targeted toward team members rather than the public at large. Between an in-store event to unveil the new logo and brand messaging and video media for social and pre-roll, Congruent’s rollout campaign for the new brand was an effort to recalibrate the team and get everyone rowing in the same direction.