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.

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. LAUNCHING TOYOTA CAMRY
via SOCIAL MEDIA
San Francisco | February 4, 2015

3. 2
Let’s talk about
HOW Toyota
integrated social
media into the
launch of the
2015 Camry

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. 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. 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. 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. 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. 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. 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. 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.

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. 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. 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. 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.

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18. MONICA PETERSON
Director of Toyota Social Media Strategy & Operations.
You can find me at @MonicaWPeterson
Thank You!

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