Toyota set out with the goal of marketing their new Corolla to a younger market. Taking into account that television viewership of young adults was slowly declining, Toyota wanted to do something different. One thing that Toyota's agency, Saatchi & Saatchi LA, knew was that in order to appeal to this young demographic, the brand needed to move online.
Moving to a campaign heavily based on social media and online was difficult for Toyota as they were one of America's top-spending brands on television. The particular challenge that Toyota faced through utilizing online media was finding a platform that would accept interrupting ads without detracting from the viewer's content. Their solution? Utilize YouTube. Toyota understood that the videos people look up on YouTube differ greatly from content they like to view on television. The types of videos normally viewed on YouTube are short and funny clips, so Toyota decided to move their marketing campaign in this direction. Toyota decided to release short YouTube video initiatives titled "Best in Jest" and "Sketchies."
The "Best in Jest" featured the best funny videos of the week while still pushing the new model Corolla to their audience. "Sketchies" was a site where the viewing community can submit their own user-generated content and put them up to a vote for the best video while still having the Corolla brand gently pushed upon them.
These two campaigns had extremely positive results and really boosted the brand's image and favorability to the younger market. By choosing the right media to advertise on and knowing your target market, Toyota was able to gain new customers that could remain loyal for life.
No comments:
Post a Comment