FORD & ESSENCE MAGAZINE

Ford presenst The Boss Lady Project

THE ASK:

Celebrate 10 years of partnership between Ford Motor Company and Essence Fest, by integrating branded content leading up to Essence Festival that puts Ford at the forefront of African American feminism and in turn give African American women a unique way to celebrate sisterhood.

 

INSIGHT:

Bound by ties far deeper than blood, for women, it is no question sisters are more than family relations. But for African American women It encompasses so much more, including relationships by friendship, blood, community, sports, religion. AA women bond by paving a path, leading by example and giving back to the community.

 

IDEA:

Year after year Ford has watched Essence Festival grow so after 10 years of riding together as partners we created a Road to Essence starting with content for the magazine's boss lady readers and culminating at Essence Fest where real-time amplifications of the message came to life as attendees pitch their business to win a Ford. 

 

The Road to Essence - Black Women in Hollywood

Sponsored content on Essence.com to kick off the 2018 Road to Essence Fest that highlight both the platform "sisterhood of Boss Women" as well as hitting the road with our influencers to highlight the Alexa attribute of the vehicle. 

Actress Susan Kelechi Watson shares about her thoughts in making the ladby boss project

The Boss Lady Project - A Mentoring Series by Ford

Video mentoring stories with experts in their field from Misty Copeland to Kandi Burress amplified the Sisterhood of Boss Women.

Bio-Medical Engineer Dr. Reatus Curry for the lady boss project
Misty Copeland inspires young ballerina for the lady boss project

10 Year Reunion - Essence Fest

Video city guides were created to highlight three chosen Luxury Group hotel properties. Matching digital travel itineraries were created on One Kings Lane as well as shoppable content curated from the influencers and editors starring in the video.​

Ford celebrates 10th year anniversary for Essence
Young women enterprenuers at the ford pitch contest

© 2020 by LYNN FURGE