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

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In her SocialMedia.org Member Meeting case study presentation, Toyota’s Director of Social Media, Monica Peterson, explains how Toyota integrated social media into the launch of the 2015 Camry.

Monica reveals how their strategy of organically optimizing campaigns based on what people are doing naturally allowed them to integrate social media into the Camry launch.

Published in: Social Media

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

  1. 1. Toyota Monica Peterson Launching the Toyota Camry via social media MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings
  2. 2. LAUNCHING TOYOTA CAMRY via SOCIAL MEDIA San Francisco | February 4, 2015
  3. 3. 2 Let’s talk about HOW Toyota integrated social media into the launch of the 2015 Camry
  4. 4. 3 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
  5. 5. 4 Launching Toyota Camry via Social Media Use data to hyper-target content Deliver vehicle messaging to our segmented audience in ways we know will connect. “High-five” shoppers for considering Camry Reward potential buyers’ anticipated behavior of seeking validation. Entertain & Inform active considerers Provide early considerers with entertainment that substantiates this isn’t a boring Camry Deliver an unexpected take on traditional Camry Visually inspire those who may hold negative perceptions of Camry @MonicaWPeterson SOCIAL MEDIA STRATEGY ACROSS PLATFORMS
  6. 6. 5 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
  7. 7. 6 @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
  8. 8. 7 @MonicaWPeterson •  Leveraged high-profile YouTube influencer talent •  Co-created content that fit, tonally, with influencer talent •  Coordinated social publishing and amplification strategy INFLUENCER CONTENT
  9. 9. Twitter “High Fives” To Current Owners, Recent Purchasers, and Intenders. Twitter & Instagram images showing hard-to-believe-it’s-a- Camry in bold locations. 8 @MonicaWPeterson SOCIAL ENGAGEMENT
  10. 10. 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. 9 @MonicaWPeterson TEST & LEARN
  11. 11. WHAT WE LEARNED
  12. 12. 11 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.
  13. 13. 12 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.
  14. 14. 13 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.”
  15. 15. 14 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.
  16. 16. 15 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.
  17. 17. 16
  18. 18. MONICA PETERSON Director of Toyota Social Media Strategy & Operations. You can find me at @MonicaWPeterson Thank You!
  19. 19. Learn more about past and upcoming Member Meetings socialmedia.org/meetings MEM B ER MEETIN G 34 SOC IALMEDIA. ORG SAN FRAN CISCO SOCIALMEDIA.ORG CASE STUDIES Member Meeting 34 San Francisco 2-4-2015 Learn more about Member Meetings socialmedia.org/meetings

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