Toyota's social media strategy focused on transparency and engaging consumers to share their stories, highlighted by successful campaigns like the 'Swagger Wagon' and 'Auto-biography'. These initiatives resulted in significant increases in online engagement, including over 50,000 likes on Facebook and 13,180 stories submitted from loyal owners. Overall, the strategies led to a positive shift in consumer sentiment towards Toyota following a challenging recall period.

2. BlogWell Austin – How Toyota Leveraged Social Media to Build Brand AdvocacyKimberley Gardiner, National Digital Marketing & Social Media Manager

4. A Challenging Year

5. Our Social Media StrategyProvide consumers greater access to Toyota. Be more open and transparent

6. Create content to inspire conversation

7. Encourage owners to share their stories about ToyotaCreate Engaging Content: Sienna Swagger Wagon

8. Sienna Campaign – The Big IdeaChallengeMinivans ≠coolIdea Minivans can be cool

9. Parents who drive it = even coolerTacticsCreated a centralized YT hub for “Swagger Wagon” videosResultBecame pop culture success… 11MM views to date Swagger Wagon Part 2… Invite Owner’s to Co-CreateCapitalize on sustained levels of engagement with Swagger Wagon six months after launch

10. Keep constant chatter for Sienna during the Odyssey launch

11. Asked fans to submit their own videos to the new song for 2 months, launched the new re-mixed video in Nov

12. Result: The video has over 46k viewsEncourage owners to share: The Autobiography Campaign

13. Auto-Biography CampaignChallengeToyota’s word had lost credibility during the recall and loyalty was decliningInsightOwners quickly came out to support and advocate for the brandOpportunityCreate ongoing platform for loyal owners to support Toyota and share their stories

14. 40MM+ cars sold in the U.S.Auto-Biography Campaign Strategy TacticsLaunch Auto io

15. Centralize FB activity through single app

16. Create long-term platform for owners to connect and be advocates for the brand

17. Add a level of authenticity to the conversation about the brand that we couldn’t do on our ownAuto-Biography Timeline

18. Auto-Biography CampaignHomepage TakeoverTViMediaPrintYouTube Branding

20. Auto-Biography Campaign ResultsTotal Visitors: 147,388