Ford was looking to attract a new, younger, more diverse customer. They were also looking to differentiate and create a new compact truck pick up segment in North America anchored on affordability and versatility. Enter the Ford Maverick: "The Truck You Didn't Know You Needed." Since its launch last year, Maverick has been a major success story. In a business environment where every marketing dollar needs to count, focusing on the audiences Ford most wanted to attract – women, African Americans, Hispanics and younger millennials – was paramount. The Maverick story epitomizes Ford's ambition to reach those audiences in their digital channels of choice with authentic messages that resonate. Results speak for themselves as 76 percent of Maverick buyers are new to Ford.