Digital Marketing Automobil: Interview with Holger Dohmen from Ford

styleranking: What approaches do you pursue in the area of ​​influencer marketing?

Holger Dohmen: Most of the collaborations we enter into take place on the channels of influencers. We are pursuing two approaches here. We work with smaller influencers who we provide with a car that they use for several months.

In addition, of course, we also work with so-called “lighthouses”, including JP Performance or Matthias Malmedie. Even with these larger automotive cooperation partners, a lot of content takes place on the channels of the influencers.

styleranking: What is particularly important to you in an influencer marketing cooperation?

Holger Dohmen: We want the influencer to appear authentic. It doesn’t help us if the person drives a competing product this week and tests one of our models next week and swears by both vehicles how great they are.

In doing so, I exclude automotive influencers because that is their daily business. It is expected that different manufacturers and models will be tested there.

A nice example of an authentic cooperation is the cooperation with the guys from the NFL Podcast Football Bromance. They tested the Ford Ranger Thunder in their very own way and shared it on their Instagram channels. The performance values ​​far exceeded all of our expectations and resulted in medium six-figure organic interactions.

–