Toyota launched its "Day One" campaign with a clear goal: to become the most exciting and inspirational automotive brand for Asian Americans. The campaign invites Asian Americans to share their unique stories, positioning Toyota as a brand that truly supports and champions their community.

To connect deeply with this audience, Toyota employed a mix of different media strategies. They rolled out emotionally charged digital videos, created a customized landing page for better user engagement, and collaborated with social influencers who resonate with the target demographic. They also formed media partnerships for broader reach, crafted custom content that speaks directly to Asian Americans, and sponsored events to interact with the community face-to-face.

The campaign has shown encouraging results. For the fiscal year 2023, Toyota saw positive outcomes in defending baseline brand metrics while also witnessing incremental improvements in overall brand opinion. Notably, both consideration and purchase intent among consumers have seen significant increases. The opinion and imagery scores have held steady, ensuring that the brand's perception remains robust.

Key insights from the campaign indicate that its non-traditional and customized elements really hit the mark with younger audiences. Social media strategies, especially those that included a strong narrative, were particularly effective with this group. Additionally, the emotional tones conveyed through video ads played a crucial role in communicating Toyota's message.

In essence, Toyota's "Day One" campaign has successfully leveraged a diverse and targeted media strategy to enhance its standing among Asian Americans, proving especially effective in engaging younger people and improving important brand metrics.

Awards:
2024 Effies US - Category: Multicultural - Products