Post on 15-Jul-2015
ToyotaMonica PetersonLaunching the Toyota Camry via social media
ME
M
BER M E ETIN
G 3
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SOCIALMEDIA.ORG
SAN FRANCISCO
SOCIALMEDIA.ORGCASE STUDIES
Member Meeting 34San Francisco2-4-2015
Learn more about Member Meetingssocialmedia.org/meetings
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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
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Launching Toyota Camry via Social Media @MonicaWPeterson
RESULTS – PAID INFLUENCE
50% Paid Influence: Targeted ads and influencer content
40% Social Engagement: Listening & Responding
10% Test & Learn: Social shopping & stunts
Trending toward 3.3x greater interaction rate than observed norms.
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Launching Toyota Camry via Social Media @MonicaWPeterson
RESULTS – PAID INFLUENCE
50% Paid Influence: Targeted ads and influencer content
40% Social Engagement: Listening & Responding
10% Test & Learn: Social shopping & stunts
Trending toward 1.6x lift in Favorability and in Camry Image measures.
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Launching Toyota Camry via Social Media @MonicaWPeterson
RESULTS – PAID INFLUENCE
50% Paid Influence: Targeted ads and influencer content
40% Social Engagement: Listening & Responding
10% Test & Learn: Social shopping & stunts
Trending toward 5.0x lift in Camry perceived as “Stylish.”
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Launching Toyota Camry via Social Media @MonicaWPeterson
RESULTS – SOCIAL ENGAGEMENT
50% Paid Influence: Targeted ads and influencer content
40% Social Engagement: Listening & Responding
10% Test & Learn: Social shopping & stunts
Fewer outbound engagements than anticipated. Tactic merits further exploration.
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Launching Toyota Camry via Social Media @MonicaWPeterson
RESULTS – TEST & LEARN
50% Paid Influence: Targeted ads and influencer content
40% Social Engagement: Listening & Responding
10% Test & Learn: Social shopping & stunts
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.
MONICA PETERSON Director of Toyota Social Media Strategy & Operations.
You can find me at @MonicaWPeterson
Thank You!