Challenge: When people think about driving a minivan, “swagger” isn’t necessarily the first word that comes to mind. So Toyota asked Golin to launch the 2015 Sienna in style to creatively connect with modern parents.
Creative: Inspired by the growing movement of dads lighting up the Internet with fun and engaging content, we orchestrated Toyota’s first-ever YouTube launch of a vehicle. Leveraging the popularity of these digitally-savvy dads, such as the creators of hit YouTube channels “Action Movie Kid” and “Convos With My 2-Year-Old,” we gave them creative license to produce Sienna debut videos, while also posting content on Toyota’s social channels. To reinforce online chatter around the Sienna launch, we partnered with BuzzFeed to produce humorous posts about parenthood, depicting how the minivan fits the lifestyle of modern parents.
Change: To date, our team has secured more than 100 media placements, generating 1.2 billion impressions, with more than one million views of the Sienna videos during the first week alone. Social media activity surrounding the Sienna launch has gained 58.5 million+ impressions, translating into substantially increased website traffic to the Sienna model landing page.