WHAT WAS THE ASK?

Actually, there wasn’t one. But our social team had been making us aware for some time of the exponential growth of subscribers to our @ToyotaSoCal Instagram account. So we asked ourselves: Could we take the initiative and leverage the reasons for this surge into a fully fledged multi-media campaign? 

WHAT WAS THE INSIGHT?

The more we combed through the passionate stories people were posting about the adventures they were able to have thanks to the capabilities of their Toyota vehicles, we realized we’d found an underlying truth about the Toyota brand: A community of true believers was the very foundation of its success. 

WHAT WAS THE SOLVE?

We let those stories of Toyota enthusiasts unfold into a richly authentic campaign. This community would tell those stories using their own photos, their own videos and, most importantly, their own words.