Ford: Show Some Muscle
As part of Ford’s launch of their new electric Mustang Mach E, our team created the #ShowSomeMuscle challenge asking women to share the many ways that they are strong and nominating their friends to do the same. From mental muscle to physical strength, Ford is celebrating all of the ways that women show their muscle.
We commissioned renowned Detroit street artist Sydney James to create the new definition of a “Muscle T.” The “Muscle T” became the centerpiece of inspirational content about female strength posted by others. We partnered with Misty Copeland, Gabby Williams and Ayana Lage to launch the campaign, asking them to wear our custom #ShowSomeMuscle tee and challenging their followers to share how they show their muscle.
Since launch, the campaign has garnered 180M impressions. Influencer stories were picked up by 16 outlets generating 69M+ impressions. Instagram posts generated 10M+ impressions, 229k+ likes, and generated 571k engagements. The "Muscle T' became the centerpiece of inspirational content about female strength posted by others and has been shared with select challenge participants as a surprise and delight moment.