To support the launch of the 2022 Ford Maverick, I helped spearhead the automaker’s first-ever paid TikTok effort which racked up 10.6 billion views and netted over 17,000 creations in its very first month.

Ford wanted to advertise to non-traditional truck buyers with a campaign that resonated with a diverse audience, including first-time truck buyers, female shoppers, Millennials, and members of Gen Z. Maverick was Ford’s first vehicle to debut on its US TikTok channel and featured support from actress and brand ambassador Gabrielle Union.

The idea was to show that the Maverick could fit into anyone’s lifestyle – not just one belonging to a typical truck owner, and the AR experience meshed perfectly within TikTok’s creative social media platform.

Press: Adweek