Everyone loves Instagram. It’s a social platform that appeals to my 13-year-old daughter as well her grandmother, and enables them both to create beautiful posts. For a brand to participate in the experience, you need to elevate the platform. Don't be an ad. To make the Ford brand meaningful on a daily basis, we became obsessed on creating inspired content. We focused to not just broadcast out and grow our user base (though we did, 800% in the past two years, now coming up on 3 million followers), but to engage/interact with them through challenges, collabs, and a few surprises along the way; which is really the way social should be done.