This campaign focused on fostering a sense of belonging and importance among Canadian Ford Dealers, who were predominantly independent and needed to be brought on board with Ford's ambitious electrification goals, which would require costly investment on their end.

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By emphasizing their crucial role in Ford's success and future, we aimed to make them feel valued and integral to the company's journey. The message was about building connections, eliminating doubts, and creating a shared identity: "We are Ford." Through clear, empowering statements, we gradually built trust and turned this idea into a rallying call, inspiring and motivating everyone involved.

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Key tactics included:

• The roundabout video series:  3-5 minute video series focusing on candid discussions between Leadership and Dealers. This series demonstrated listening, transparency, and reinforced the partnership between Ford of Canada and Dealers. 

• I Am Ford series: An 8-part series featuring 2-minute profiles of Dealers across the country, told in their own words. These stories showcased their impact on employees, customers, and communities, and highlighted their alignment with Ford's strategy. Stories ranged from Dealers investing in electrification infrastructure, to multigenerational dealerships, to community support initiatives. Each story underscored the positive impact of these changes on their business and outlook.

• In From the Cold Roadshow: Intimate, peer-level meetings in local dealerships or event spaces. Leaders would visit Dealers nationwide, facilitating open, three-way conversations about plans, changes, tools, and growth.

• Interactive engagement: During events, QR codes enabled quick polls and real-time feedback. Yammer posts tracked the roadshow, generating excitement and ongoing engagement within social communities thereby breaking down silos.