introducing my alter egos…
Ted Cannis, Global CEO, Ford Pro
Wanda Young, Global CMO, Ford Pro
turning thoughts into thought leadership
Ford Pro is the commercial division of Ford — essentially a growing brand within a legacy brand. They’ve built an entire business tailored specifically to the unique needs of commercial fleets, backed by their automotive leadership and loyal customer base. But what really sets the brand apart is its forward-looking vision. With an increasing focus on software, technology, and electrification, the mission for Ford Pro is not to just sell vehicles, it’s to help fleet customers enhance productivity and modernize their operations.
That brings us to, drumroll please, the experts behind the logo. One of the key challenges for any new brand is awareness and relevance. As experienced leaders in their respective categories, both of these executives came to our team at Vayner to harness the brand-building power of organic social. Our team created bespoke playbooks for each with details that would impress the CIA. Since then, we’ve been creating thought leadership content reflective of their voices to speak on everything from business news and updates, to awards, industry trends, customer stories, Ford history, and more. Their content has an influence on audiences ranging from investors and media, to businesses and government fleets, entrepreneurs, Ford employees and other automotive and industry experts.
Le't’s talk ted | Key performance indicators for linkedin: 2023-2024
A few notable stops along the way
TONE OF VOICE: balancing the brand with the human behind it
building awareness
This piece is using Ted’s affinity for explanation through analogy. It was created to easily portray the benefit of Ford Pro’s one-stop shop solutions. It had a high reshare volume and was a great resource for Ford dealers and sales associates to share with their audiences to easily get across the benefit of Ford Pro to their customers.
breaking news
This piece was leaning into Ted’s long-standing leadership in the auto industry and an interview he gave to Forbes, sharing the growth and strategy behind Ford Pro. This one is targeting investor audiences to highlight Ford Pro as a market leader, but in a way that is reflective of Ford and their humble, but proud heritage and most importantly, their customer-centric attitude.
fostering pride
This piece is building the authenticity of Ted’s presence on social. He’s not only inspiring internal teams by sharing his genuine love and pride in the products they produce, but he’s showing others across the industry that he’s embracing the future of electric vehicles and paying homage to Ford’s longstanding history and the bright future ahead.
celebrating customers
A big part of what sets Ford Pro apart is their obsession with customers. In this piece, Ted is amplifying a customer story that shares details about their transition to electric vehicles — the ups, the downs, and the biggest lessons learned. Ted recognizes that for fleets, switching to electric requires thoughtful planning and he’s celebrating the people at Ford Bragg PD for putting in the work, and he’s giving others a clear vision into the cost benefits that await.
