Toyota Toyotally Social

Overview

Toyota is the number-one-selling car line in Southern California, a dominant position our client has maintained for over twenty years. Our messaging platform over that same time span, We make it easy, is perfectly suited to position Toyota on social as the number-one ambassador to the Southern California lifestyle.

Challenge

We wanted to stimulate brand awareness and increase impressions, followers and engagements for @ToyotaSoCal utilizing Influencers guided by the we make it easy theme. We focused on influencers who felt right for Toyota’s legendary reputation for reliability but would also bring awareness to Toyota’s stylish new designs and re-tooled driving dynamics.

We focused on influencers that felt right for the Toyota’s legendary brand but also had something unprecedented to offer an automotive client.

1We used local people who could capture the feel of the brand in a fresh way.

2We placed each of them in their natural environment.

3We gave them the keys to a vehicle of their choice and set them free to tell their story.

Insights

95% of consumers have mobile devices in hand while watching TV.
Social video generates 1200% more shares than text and image content combined.

In today’s social-first world, a brand’s social media profiles are often the first place a person will go to form an impression about a brand.

Strategy

Working with Davis Elen’s creative team, we collaboratively produce a series of lifestyle stories featuring our selected influencers experiencing Toyota vehicles in iconic Southern California locations.

360 APPROACH
With television, streaming video, outdoor billboards and social media all buzzing with the same content, it allowed Toyota to reach that intended car shopper in a natural, realistic way.

BABES RIDE OUT

Anya and Ashmore of ‘Babes Ride Out’, an all-female bike riders organization, like to take their bikes out to the desert. Problem is, they need one tough four-legged machine to get them there. Enter, the Toyota Tacoma.

D-Trix

Dancer and YouTube personality D-trix sampled actual sounds from five different Toyota models to create this music video.

167,405

Impressions

3,763,838

Engagements