Toyota: Launching Toyota Camry via social media, presented by Monica Peterson

ToyotaMonica PetersonLaunching the Toyota Camry via social media

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BER M E ETIN

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SOCIALMEDIA.ORG

SAN FRANCISCO

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 34San Francisco2-4-2015

Learn more about Member Meetingssocialmedia.org/meetings

LAUNCHING TOYOTA CAMRY via SOCIAL MEDIA

San Francisco | February 4, 2015

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Let’s talk about HOW Toyota

integrated social media into the launch of the 2015 Camry

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Launching Toyota Camry via Social Media @MonicaWPeterson

CAMPAIGN INSIGHTS & OBJECTIVES

INSIGHTS

People’s individuality has suffered in recent versions of the Camry because it forces

the driver to inherit a “boring” label. For them, buying a Camry means - in part -

acknowledging that they’re equally boring.

•  Increase OPINION /consideration

•  Increase AWARENESS of redesign

•  Increase PERCEPTION of Camry image and styling

OBJECTIVES

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Launching Toyota Camry via Social Media

Use data to hyper-target contentDeliver vehicle messaging to our segmented audience in ways we know will connect.

“High-five” shoppers for considering CamryReward potential buyers’ anticipated behavior of seeking validation.

Entertain & Inform active considerersProvide early considerers with entertainment that substantiates this isn’t a boring Camry

Deliver an unexpected take on traditional CamryVisually inspire those who may hold negative perceptions of Camry

@MonicaWPeterson

SOCIAL MEDIA STRATEGY ACROSS PLATFORMS

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Launching Toyota Camry via Social Media

50% Paid Influence: Targeted ads and influencer content

40% Social Engagement: Listening & Responding

10% Test & Learn: Social shopping & stunts

@MonicaWPeterson

SOCIAL MEDIA STRATEGY - PORTFOLIO

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@MonicaWPeterson

•  3 Audience Sub-Categories •  Cross-matched with campaign

tonality + product differentiators + available 3rd-party data

•  162 creative permutations for 3 month flight

DATA DRIVEN “TARGETED” CREATIVE ADS

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@MonicaWPeterson

•  Leveraged high-profile YouTube influencer talent

•  Co-created content that fit,

tonally, with influencer talent

•  Coordinated social publishing and amplification strategy

INFLUENCER CONTENT

Twitter “High Fives” To Current Owners, Recent Purchasers, and Intenders. Twitter & Instagram images showing hard-to-believe-it’s-a-Camry in bold locations.

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@MonicaWPeterson

SOCIAL ENGAGEMENT

A social sharing pilot, designed to determine if customers would

organically share photos and, thereby, help raise awareness for the "Bold New Camry" they had

just purchased.

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@MonicaWPeterson

TEST & LEARN

WHAT WE LEARNED

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RESULTS – PAID INFLUENCE




Trending toward 3.3x greater interaction rate than observed norms.

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Trending toward 1.6x lift in Favorability and in Camry Image measures.

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Trending toward 5.0x lift in Camry perceived as “Stylish.”

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RESULTS – SOCIAL ENGAGEMENT




Fewer outbound engagements than anticipated. Tactic merits further exploration.

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RESULTS – TEST & LEARN




SNAP21 EFFORT:

Trending toward 28% sharing rate of photos taken at the dealership.

At scale, up to 1 in 4 buyers may actively post to social channels, helping Toyota raise awareness for the Bold New Camry.

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MONICA PETERSON Director of Toyota Social Media Strategy & Operations.

You can find me at @MonicaWPeterson

Thank You!

Learn more about past and upcoming Member Meetingssocialmedia.org/meetings

ME

M

BER M E ETIN

G 3

4

SOCIALMEDIA.ORG

SAN FRANCISCO

SOCIALMEDIA.ORGCASE STUDIES

Member Meeting 34San Francisco2-4-2015

Learn more about Member Meetingssocialmedia.org/meetings