Ford Warriors in Pink

Work Performed At: Mindshare (WPP)
Focus: Philanthropy, Brand Refresh, Influencer Marketing, Social Content, Experiential Events

The Challenge

Ford Warriors in Pink®—a legacy philanthropic brand by Ford—needed a refresh to re-energize its mission, drive apparel sales, and create deeper, more measurable community impact. The goal was to align efforts with Ford’s broader philanthropic objectives while modernizing its digital presence and influencer program.

The Strategy

A cross-functional approach that combined digital transformation, influencer revival, and brand storytelling across multiple channels.

• Digital & Content Strategy

  • Managed the e-commerce microsite, optimized UX, and directed branded creative

  • Revamped newsletter and social media channels by implementing content strategies that aligned with key brand and cultural moments

• Influencer & Community Engagement

  • Reinstated the “Model of Courage” program, empowering cancer survivors and advocates to share their stories and support the cause

  • Directed on-site creative shoots for Breast Cancer Awareness Month, which contributed to social engagement

• Experiential Marketing

  • Spearheaded two Susan G. Komen® Race for the Cures and two Pink Fund “Dancing with the Survivors” activations

  • Managed on-site components including vehicle bailments, apparel sales, interactive stations, and client appearances

Results

• 15% increase in social followers and community engagement

• 40% increase in e-commerce conversion rates

• 200+ cancer patients directly supported through donation strategies

• Strengthened Ford’s reputation as a purpose-driven brand within the health and wellness space