Toyota Motor - Multicultural Campaign
Company: Toyota Motor, North America
Entry Submitted By: Republica
Company Description: Toyota (NYSE: TM) has been a part of the cultural fabric in the U.S. and North America for 60 years, and is committed to advancing sustainable, next-generation mobility through the Toyota and Lexus brands.
Nomination Category: Corporate Communications, Investor Relations, & Public Relations Categories
Nomination Sub Category: Communications or PR Campaign of the Year - Multicultural
Nomination Title: Toyota - Juntos Somos Imparables (Together We're Unstoppable)
Tell the story about this nominated campaign since January 1 2017 (up to 650 words). Focus on specific accomplishments, and relate these accomplishments to past performance or industry norms.
Toyota has been a pioneer in marketing to U.S. Hispanics and has consistently been the best-selling automotive brand among Latinos since 2004. In 2017, Toyota sought to leverage that long-standing brand recognition and loyalty into greater awareness of the company’s overall contributions and commitment to the advancement of the Hispanic community. Toyota and República, one of Toyota’s U.S. Hispanic agencies of record, developed a campaign with the theme Juntos Somos Imparables (Together We Are Unstoppable) to inspire and celebrate Hispanic achievement and potential.
The campaign sought to reach Hispanic car buyers –adults who are actively pursuing life achievements such as career advancement and family formation. They fall into two main groups: 1) Millennial Hispanics, ages 25-34, who are fully bicultural and seek authentic brands; and 2) Gen X Hispanics, ages 36-50, who look for high-quality, reliable products at fair prices. Both groups have emotional ties to their Hispanic roots.
The Juntos Somos Imparables campaign was based on research and findings from:
-The Toyota Hispanic Business Strategy Group Impact Report, which describes the development of the Toyota Latino story
-Toyota Corporate Research Institute Report (TCRI)
-Ethnic consumer research conducted by IHS Automotive
-Custom Toyota National Survey among Latinos, conducted by República’s Brand Strategy Team
These were the basis for creating a culturally relevant campaign that would resonate with Hispanics and deliver two key messages to consumers:
1) Toyota inspires Hispanics to achieve their goals and fulfill their potential; and
2) Toyota embraces diversity and inclusion.
The campaign leveraged Toyota’s participation as an exhibitor at national events presented by key Hispanic advocacy organizations. The centerpiece was an art installation composed of car license plates displayed within Toyota’s exhibit. Each license plate featured a value intrinsic to Hispanics, such as valiente (brave) or perseverante (perseverant). Attendees were invited to find a trait that they embody and replace it with another license plate featuring the name of the person who instilled that value in them.
Collectively, participants created murals honoring those who inspired them to achieve their goals and shared their experiences using hashtags #SomosImparables and #VayamosJuntos. Toyota partnered with five-time national Emmy® Award-winning broadcast journalist Neida Sandoval as celebrity spokesperson to tell her own “imparable” immigrant story at the various events and in local media.
Significant media outreach included media tours; Meet & Greet, and Ride & Drive events; more than 15 Facebook Live sessions with Sandoval and top in-market social influencers; recruitment of top Hispanic social media influencers to produce original content with campaign messaging; and cultivating relationships with social influencers in every event market.
Pre- and post-campaign perception surveys measured performance against the following objectives:
1) increase purchase consideration for Toyota by 10 percent;
2) cement Toyota’s leadership position among the top 5 auto companies as supporters of the Hispanic community; and
3) increase the perception that Toyota does more for the Hispanic community than other large corporations by 15 percent.
The pre- and post-event surveys showed:
-Increase in purchase consideration: 35 percent increase in likelihood to consider Toyota in the future
-Improved goodwill: 42 percent increase in perception that Toyota did more for the Hispanic community than other large companies and 29 percent increase in perception that “Toyota cares about its consumers”
-Cemented leadership: From no clear favorite, to selecting Toyota as the indisputable number one company to support Hispanic community efforts out of the top five auto companies
The campaign’s earned and social media reach garnered positive national coverage. In specific campaign markets, coverage increased nearly sixfold over 2016, to a total of more than 342 million impressions, including 176.5 million social media impressions and 165.6 million traditional media impressions.
The efforts significantly increased awareness of Toyota’s impact on the Hispanic community, the likelihood of future Toyota purchases, and garnered over 340 million media impressions, successfully asserting Toyota as a genuine supporter of Hispanics.
In bullet-list form, briefly summarize up to ten (10) of the chief features and results of this nominated PR program since the beginning of 2017 (up to 150 words).
-Toyota, along with Republica, one of its U.S. Hispanic agencies of record, created the campaign Juntos Somos Imparables (Together We’re Unstoppable) to commemorate Hispanic achievement.
-The campaign led to a 35 percent increase in likelihood to consider Toyota in the future, a 42 percent increase in perception that Toyota did more for the Hispanic community than other large companies and a 29 percent increase in perception that “Toyota cares about its consumers.”
-The campaign also garnered 176.5 million social media impressions and 165.6 million traditional media impressions, generating a combined over 340 million combined media impressions.