‘Passenger Princess’ the social media meme popular amongst gen z and characterised by women who prefer to relax in the passenger seat and be driven around, instead of being the one driving the car. On TikTok, the “Passenger Princess” trend has racked up almost 2 billion views online.

Playing on this cultural trend, Ford UK and Wieden + Kennedy London launch a finger-on-the-pulse campaign to promote the new Mustang Mach E and its hands-free driving capabilities.

Highlighting a unique product offering

Titled ‘Passenger Princess’, the campaign includes limited-edition accessories which complement the new automobile’s assisted driving.

The accessories include: the ‘Passenger Princess’ keychain, sunglasses, thermal, hand cream, and multi-rings. They were all designed by London-based studio, Beta Design Office.

Each accessory was created to highlight how the new Mustang Mach E can be driven hands-free, due to the use of BlueCruise technology. While drivers take their hands off the wheel and keep their eyes on the road, they can enjoy a new hand freedom.

According to Ford the Mustang Mach E is the only car in the UK to offer hands-free assisted driving technology, and the ‘Passenger Princess’ campaign effectively highlights this unique offering.

The move is not the first time Ford has leaned into a social-first approach to marketing. The automotive brand recently created the "#FordBSLCovers" campaign, in partnership with the British Deaf Association. Leaning into the accessibility of the Mustang Mach-E, the platform highlighted how Ford is at the forefront of the future of driving. The brand aims to help to shape the future in a way that benefits all drivers, including those in the deaf community.

Using social media authentically

To promote the campaign to the audiences it would resonate with most, Ford and Wieden + Kennedy turned to social media. High-profile female influencers like Nella Rose, Farah, Beth Mc Creadie and Lisah, reviewed the merch. Nella’s TikTok review was met with positive comments and has amassed over 23.4k likes.

Promoting on social platforms allows the campaign to meet audiences where they are. Born of a trope created by the internet, it seems only fitting for the ‘Passenger Princess’ campaign to target viewers online.

Brands have tried (and sometimes failed) to engage effectively with social media trends. But we have also seen the power of authentic social media for marketing success, especially with the recent campaign for the launch of Charli XCX’s album, ‘brat’.

As Gabriel Marchi, Head of Bodega, Wieden +Kennedy’s social-first creative studio, explains: “It can be easy for brands to jump into internet culture,  but not so to do it authentically”. What makes the ‘Passenger Princess’ campaign different is the product and brand’s right to play in this specific space.

Marchi continues: “Ford’s Passenger Princess accomplishes that by seamlessly connecting a massive social media trend to an exclusive feature of the Mach-E. Delivering through a merch line and influencers rather than assets demonstrates Ford’s boldness and creative edge, showing audiences that it is not only moving towards the future of advertising but helping shape it”.

Engaging with audiences

The exclusive nature of the Mach-E’s driving capabilities makes it the only automobile suitable for so-called “passenger princesses”. Add to that, the campaign knows its audience and where to reach them.

Catherine Blee, Passenger Vehicle Director at Ford Britain, added: “Passenger Princess is a trend we love, and through BlueCruise drivers now have the chance to become a Passenger Princess in their own right”.

Alongside influencers, fans will also be able to get their hands on the exclusive merch from the ‘Passenger Princess’ kit. Surprise and delight tactics are running across Ford UK’s TikTok and Instagram pages, enabling those who are interested to get the kit.

As part of the social strategy, fans will be able to register for a test drive of the UK’s only handsfree, assisted car, the Mustang Mach-E. Paid media is also supporting the campaign, as are influencers in both the social and editorial spaces.

The ‘Passenger Princess’ campaign effectively utilises social media and popular trends to operate authentically in a tricky space. By keeping a finger on the pulse and with a truly relevant and unique product offering, Ford UK and Wieden + Kennedy successfully engage with and contribute to internet culture.