A recap of Fanology's social engagement campaign for Toyota.

1. Fanology Social – #EpicMoments Campaign

2. To help call attention to Team Toyota’s diverse roster of world-class
athletes, Fanology developed a campaign entitled #EpicMoments to
celebrate their accomplishments (both past and present) and spark a
wider conversation in social media.
#EpicMoments are those times that stand out for their ability to capture
our attention, make history and alter the course of our life. They range
from the time free-skier Simon Dumont set a world record in the quarter
pipe to something as personal as the birth of motocross athlete Josh
Grant’s first son.
THE SITUATION

3. THE APPROACH
In January 2014, the #EpicMoments hashtag was organically worked into
the @TeamToyota social handles. A month later, the full campaign was
launched with a series of 8 Youtube videos and daily images and content
for both Instagram and Twitter. Additionally, content was shared virally by
the full roster of Team Toyota athletes, Toyota’s owned social accounts,
athlete sponsors and event and broadcast partners.

4. THE RESULTS
Twitter: 27.2 Million + Impressions (Jan - Jul)
The #EpicMoments hashtag was seeded across Toyota-owned social
channels as well as Team Toyota athletes and other partners & sponsors.
The hashtag was organically used and tweeted by consumers as well.
*Twitter Metrics pulled from Brandwatch

5. THE RESULTS
Instagram: 2.7 Million Impressions (Jan - Jul)
Posting 1 to 2 images per day with the #EpicMoments
hashtag to Team Toyota’s Instagram account, athletes
and their sponsors shared the images out to their feeds
and organically began using the hashtag in their own
social conversations.
*Estimated Instagram metrics

6. THE RESULTS
Facebook: 441.7k + Impressions (Jan - Jul)
Though not a targeted platform for this campaign,
Team Toyota athletes, partners and other Toyota
channels posted #EpicMoments content to
Facebook, generated earned impressions.
*Estimated Facebook metrics

7. THE RESULTS
YouTube: 622,070 Views (Jan - Jul)
Featuring seven short videos, each piece
focused on an individual athlete and what
their biggest #EpicMoments have been.
YouTube Playlist: http://toyota.us/OAuveR
Ep. 1 Team Toyota 187,909
Ep. 2 Amy Purdy 98,933
Ep. 3 Louie Vito 201,092
Ep. 4 Halfpipe 3,138
Ep. 5 Elena Hight 118,406
Ep. 6 Justin Brayton 3,496
Ep. 7 Josh Grant 6,246
Ep. 8 Hunter Kemper 2,850
*Total YouTube views

8. In all, our 300+ pieces of content generated 31 million impressions
and ignited conversations across the social space.
Toyota was extremely pleased with the volume of conversation and
the universally positive sentiment.
RECAP