Goals and objectives
Ford partnered with Apartment Therapy Media to connect with Hispanic audiences—particularly Latinas—by showcasing the all-new 2025 Ford Explorer through culturally resonant, native content. The campaign aimed to:
- Position the Ford Explorer as a vehicle that empowers exploration without compromising “we time” for Hispanic families.
- Inspire Apartment Therapy’s broad readership to view their car as an extension of home, encouraging them to bring the warmth and connection of travel experiences into their living spaces.
- Drive brand affinity and engagement through emotionally rich storytelling tailored to the values and interests of the target audience.
Surprising Insights
One of the most surprising outcomes was a +23% lift in the perception that the 2025 Ford Explorer is “comfortable”—despite the fact that comfort was not explicitly mentioned in the copy or voiceover. This insight revealed the power of high-quality visuals, particularly b-roll footage of the vehicle’s interior, in conveying secondary brand messages. The finding suggests that long-form video allows viewers to absorb subtle cues that reinforce brand values beyond the primary narrative.