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Engaging Moms in a New Way
A Digital PR Campaign Case Study
W A H I B A C H A I R | S E N I O R S T R A T E G I S T & I N ...
Hello
Thank you for your visit.
I’m a senior strategist based out of Vancouver, BC.
For the past decade, I’ve had the oppo...
Who is this Case Study for?
This case study is for marketers,
students, and educators who
would like to harness the power ...
Client & Scope
Toyota is one of the largest
automobile manufacturers in the
world.
For the purpose of this campaign,
we wo...
We partnered with YoYoMama to reach the target audience.
Copyright (c) 2021. Wahiba Chair. All rights reserved
Social
Recommendations
Drive Purchase
“Nearly 70% of Moms
say they are more likely to purchase a product if it's
recommend...
Goal: Reach and engage BC
Moms in a new way.
Strategy: Partner with YoYoMama
on campaign development.
Tactics: Video Stori...
Campaign Strategy
Contest Stories
#OWNERAPPROVED
• We featured authentic stories of BC Moms who drive
Toyotas, and used so...
Promotional Strategy (Mixed Media)
#OwnerApproved
Paid Owned
Partners
Earned
User Generated
Content (UGC)
Pictures of Moms...
Execution: Toyota Owners (Moms) Share their Stories…
Watch here: https://www.youtube.com/watch?v=p3CEPLZpU7Y
Copyright (c)...
Execution: Blog and Contest (Paid Media)
Copyright (c) 2021. Wahiba Chair. All rights reserved
YoYoMama Social Posts (Paid Media)
Copyright (c) 2021. Wahiba Chair. All rights reserved
Execution: Contest
Copyright (c) 2021. Wahiba Chair. All rights reserved
Toyota BC Execution (Owned Media)
Copyright (c) 2021. Wahiba Chair. All rights reserved
Partner Execution (Shared Media)
Copyright (c) 2021. Wahiba Chair. All rights reserved
User Generated Content (Earned Media)
Earned – Influencers
Earned – Parents
Copyright (c) 2021. Wahiba Chair. All rights r...
Results: Reach & Engagement
1.4 Million #OwnerApproved Impressions (during campaign period)
Copyright (c) 2021. Wahiba Cha...
Results: KPIs
KPI Result*
Contest Entries 5,101
Article Views 5,769+
Video Views 1,000+
New Toyota BC
followers**
614
Visi...
Thank You!
WAHIBA CHAIR | SENOR STRATEGIST & INSTRUCTOR
L E A R N M O R E A N D G E T I N T O U C H A T : W A H I B A CHAI...
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Engaging Moms in a New Way - a Digital PR Case Study

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This case study shows a digital PR campaign execution from start to finish using digital tactics such as social media, partner promotion, paid media, video and more.

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Engaging Moms in a New Way - a Digital PR Case Study

  1. 1. Engaging Moms in a New Way A Digital PR Campaign Case Study W A H I B A C H A I R | S E N I O R S T R A T E G I S T & I N S T R U C T O R | W A H I B A C H A I R . C O M Copyright (c) 2021. Wahiba Chair. All rights reserved
  2. 2. Hello Thank you for your visit. I’m a senior strategist based out of Vancouver, BC. For the past decade, I’ve had the opportunity to help dozens of businesses - ranging from start-ups to big brands like Toyota - reach, engage, and convert digital savvy consumers into loyal advocates. I have also enjoyed sharing my passion at top Canadian universities such as Simon Fraser University and the University of British Columbia. I hope you find this content helpful for your course or project. Feel free to tweet me @WahibaChair or get in touch at WahibaChair.com. Copyright (c) 2021. Wahiba Chair. All rights reserved
  3. 3. Who is this Case Study for? This case study is for marketers, students, and educators who would like to harness the power of digital PR to move customers along the journey (a complex one today!) This campaign leverages mixed media including video, blog and social posts from customers, partners and influencers. While the tactics may have changed (since execution), the strategies used should remain relevant. Copyright (c) 2021. Wahiba Chair. All rights reserved
  4. 4. Client & Scope Toyota is one of the largest automobile manufacturers in the world. For the purpose of this campaign, we worked with the regional Toyota account – Toyota in British Columbia; i.e. Toyota BC*. The goal was to engage Moms in a new way. *Note: I worked on this account as Director of Social Strategy at Elevator Strategy back in 2016. Copyright (c) 2021. Wahiba Chair. All rights reserved
  5. 5. We partnered with YoYoMama to reach the target audience. Copyright (c) 2021. Wahiba Chair. All rights reserved
  6. 6. Social Recommendations Drive Purchase “Nearly 70% of Moms say they are more likely to purchase a product if it's recommended by someone they follow on social networking sites.” “When conducting online research, 83% Moms trust blogs far more than other sources” Why? The Data. Sources: Mom Central, Influence Central Copyright (c) 2021. Wahiba Chair. All rights reserved
  7. 7. Goal: Reach and engage BC Moms in a new way. Strategy: Partner with YoYoMama on campaign development. Tactics: Video Stories + Contest + Cross-Promotions. Strategy & Tactics Copyright (c) 2021. Wahiba Chair. All rights reserved
  8. 8. Campaign Strategy Contest Stories #OWNERAPPROVED • We featured authentic stories of BC Moms who drive Toyotas, and used social media to find them • The creative theme was “Every Day Family Adventures” which tied into vehicle messaging • In order to increase engagement and user generated content (UGC), we complemented the stories with a contest • We partnered with prize sponsors who share the same values, in order to efficiently grow reach / cross promote Copyright (c) 2021. Wahiba Chair. All rights reserved
  9. 9. Promotional Strategy (Mixed Media) #OwnerApproved Paid Owned Partners Earned User Generated Content (UGC) Pictures of Moms Copyright (c) 2021. Wahiba Chair. All rights reserved
  10. 10. Execution: Toyota Owners (Moms) Share their Stories… Watch here: https://www.youtube.com/watch?v=p3CEPLZpU7Y Copyright (c) 2021. Wahiba Chair. All rights reserved Using real Toyota owners helped to make the campaign authentic. This video was posted on YouTube as well as on Toyota BC and YoyoMama’s social channels.
  11. 11. Execution: Blog and Contest (Paid Media) Copyright (c) 2021. Wahiba Chair. All rights reserved
  12. 12. YoYoMama Social Posts (Paid Media) Copyright (c) 2021. Wahiba Chair. All rights reserved
  13. 13. Execution: Contest Copyright (c) 2021. Wahiba Chair. All rights reserved
  14. 14. Toyota BC Execution (Owned Media) Copyright (c) 2021. Wahiba Chair. All rights reserved
  15. 15. Partner Execution (Shared Media) Copyright (c) 2021. Wahiba Chair. All rights reserved
  16. 16. User Generated Content (Earned Media) Earned – Influencers Earned – Parents Copyright (c) 2021. Wahiba Chair. All rights reserved
  17. 17. Results: Reach & Engagement 1.4 Million #OwnerApproved Impressions (during campaign period) Copyright (c) 2021. Wahiba Chair. All rights reserved #OwnerApproved is Toyota BC’s vanity hashtag used by customers and advocates. We noticed a big spike during the campaign.
  18. 18. Results: KPIs KPI Result* Contest Entries 5,101 Article Views 5,769+ Video Views 1,000+ New Toyota BC followers** 614 Visits to Toyota BC Facebook 709 New E-mail Subscribers 202 Visits to Toyota BC Website 869 *Sources: YoYoMama, Rafflecopter, bit.ly and Google Analytics **Twitter and Instagram only – directly attributed to campaign. KPIs including vanity and consideration metrics along the customer journey Copyright (c) 2021. Wahiba Chair. All rights reserved
  19. 19. Thank You! WAHIBA CHAIR | SENOR STRATEGIST & INSTRUCTOR L E A R N M O R E A N D G E T I N T O U C H A T : W A H I B A CHAIR. C O M @ W A H I B A CHAIR Copyright (c) 2021. Wahiba Chair. All rights reserved

This case study shows a digital PR campaign execution from start to finish using digital tactics such as social media, partner promotion, paid media, video and more.

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