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
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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 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

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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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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.

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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 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