Committees | Events & Webinars | Influencer Marketing | ANA

Influencer Marketing

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I. How Ford Flipped The Script & Teamed Up with Gabrielle Union To Reach Urban-Dwelling Drivers (11:30 - 12:15 p.m. ET)
Ford was looking to attract a younger, more urban, diverse customer. They were also looking to create a new compact truck segment in North America anchored on affordability and versatility. Enter the Ford Maverick: "The Truck You Didn't Know You Needed." Since its launch last year, Maverick has been a major success story. In a business environment where every marketing dollar needs to count, focusing on the audiences Ford most wanted to attract – women, African Americans, Hispanics and younger millennials – was paramount. The Maverick story epitomizes Ford's ambition to reach those audiences in their digital channels of choice with authentic messages that resonate. Results speak for themselves as 76 percent of Maverick buyers are new to Ford. Learn how Ford accomplished this through their partnership with Gabrielle Union, activating on social and leaning heavily on TikTok. 

Kellee Montgomery, Head of Global Media Partnerships, Ford Motor Company

Kellee Montgomery is Head of Global Media Partnerships at Ford responsible for leading key strategic media partnerships to success across Ford and Lincoln’s global business. She has held roles leading Ford’s social strategy as well as Tier 1 media across Ford nameplates. Prior to Ford, Kellee led the car digital team at Chevrolet and worked on the Lincoln-Mercury business for Y&R Irvine and Chicago offices. Kellee has her M.B.A. from the Ross School of Business at University of Michigan and her undergrad from Central Michigan University. She lives in metro Detroit with her partner and two sons, ages 2 years and 11 months.

II. HARTBEAT: Where Comedy Meets Culture & Influence (12:15 - 1:00 p.m. ET)
HARTBEAT, chaired by Kevin Hart, is a global media company creating entertainment at the intersection of comedy, culture, and creativity, leveraging top tier talent and rising influencers to garner billions of views. Joshua Smith is a brand strategist with the company who has spearheaded award-winning campaigns that blend comedy with storytelling. In this session, learn how HARTBEAT’s partnership with Hyundai led to a mental health-focused comedic series for YouTube that told hilarious stories of what drivers can do to recharge while recharging their electric Hyundai IONIQ 6. Smith will speak about the challenge Hyundai presented, how they developed a creative solution, and how influencers helped them successfully tell an authentic branded story.  

Joshua Smith, Senior Brand Strategist, HARTBEAT

As a strategic advertiser, Joshua Smith has spent years of his career crafting creative and strategically fine-tuning brand messages for a variety of audiences and platforms. With a background in traditional advertising (VMLY&R), his expertise in social-media strategy has been most popularly used over the years as one of the creative voices and minds behind many successful branded campaigns and industry categories. Currently a Sr. Brand Strategist at HARTBEAT, Smith has led the creative strategy and production behind many innovative campaigns with a focus on maximizing platforms, diversifying talent, and more. At the end of the day Smith works behind this mantra – “I just want to make dope stuff with dope people."