19 Jan 2016, Posted by Bill Winters in Blog, No Comments.
Ford sought to increase the variety of images in the vehicle photo galleries on ford.com quickly and with impact. I was on a small team that recommended hiring new photographers with significant Instagram followers to shoot the vehicles and post the shots to their feeds.
After we sold the initial concept to clients, I audited the existing photo galleries to identify the vehicles most in need of additional photography. I helped select the models and colors of the selected vehicles and I collaborated on brand information for the photographers to follow in the field.
We received an exciting new style of photography to augment what was already on the live site. We brought storytelling aspects to the galleries that added life and interest to the display. Every photo we chose was shared with the photographers’ followers, garnering “likes” from people not yet shopping for a new car.
As a champion for the photo galleries — the most heavily visited site section in the discovery phase — I helped bring variety and impact to the photo displays. In so doing, we brought a level of storytelling to the vehicles and addressed a customer “pain point,” showing entry-level models of Ford vehicles — in action with real people. And, instead of simply adding photos to the galleries which would be noticed by shoppers, we shared them with a wide audience, introducing new Ford cars to people who may not yet be fans of the brand.
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