Home  › Marketing › Automotive

Toyota Pushes 'Auto-Biography' Facebook Campaign

  |  August 2, 2010   |  Comments

Encourages owners to share personal stories on Facebook.

Toyota is encouraging owners of its cars to share personal stories about their vehicles on Facebook in what it has dubbed each person’s “Auto-Biography.”

The carmaker says the campaign is intended to highlight the fun and excitement of car ownership. But it also stresses a certain familial attachment to its Camry and Corolla models in particular and aims to show the world there are still plenty of loyal Toyota owners despite recalls due to sticking accelerator pedals earlier this year.

The Facebook application launched July 2. Since then, 5,400 posts have been added to Toyota’s Facebook fan page, where it says owners can “collect and showcase [their] most memorable moments.”

In these posts, car owners enter information about the model, year, and number of miles on their car, as well as an anecdote, like memories of a first vehicle or the bittersweet moment when a car with hundreds of thousands of miles was sold or given away.

Saatchi & Saatchi created the campaign.

Bob Zeinstra, national manager of advertising and strategic planning for Toyota Motor Sales in the U.S., points to the popularity of the Camry and Corolla models – which were ranked number one and number two respectively in 2009 car sales, according to industry sales data from R.L. Polk – and says the campaign is intended to remind owners “why they love their cars so much.”

According to Zeinstra, the campaign is a response to the “outpouring of support and care demonstrated by our owners,” after the troubles with recalls earlier this year. He said Toyota also wants to remind people how fun it is to anticipate a new car and how exciting it is for a young person driving for the first time when she is “given the keys to a trusted family friend.”

The number of Auto-Biography stories contributed thus far has “met our expectation on the high end,” Zeinstra said.

What’s more, Toyota’s Facebook fan page has grown considerably. As of Friday, Toyota had nearly 148,000 fans.

In addition to the Facebook stories, the Auto-Biography campaign also includes eight videos on Facebook and YouTube that feature different models, their owners, and more unique stories, such as Erica, the small business owner who is saving up for a Corolla, and the Boller family Camry that has been passed down to two daughters.

“Two themes that were genuine and resonated were the ‘first time buyer’-theme for Corolla and the ‘family pass along’-theme with Camry,” Zeinstra said. “We spent considerable time finding those first time Corolla intenders and these Camry family stories. Certainly some stories are more compelling than others and we ultimately chose these.”

These eight videos are also featured in national and local TV ads.

In addition to television ads, the campaign has been advertised in print publications as well as with digital banner advertising on Facebook, AOL, Yahoo, Digg, ABC Family, and other sites.

Toyota’s Interactive Marketing Group will continue to house these stories on the site, which Zeinstra says allows for easy access to more stories or situations as Toyota has the need.

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, August 29 to take advantage of Super Saver Rates!

ABOUT THE AUTHOR

Lisa Lacy

Lisa Lacy is senior staff writer at ClickZ. In addition to ClickZ, her work has appeared in The Huffington Post, The Luxury Spot, LearnVest, MarthaStewart.com, GoodHousekeeping.com, amNewYork, and The Wall Street Journal. She's a graduate of Columbia's School of Journalism.

COMMENTSCommenting policy

comments powered by Disqus

Get the ClickZ Marketing newsletter delivered to you. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

Marin Software: The Multiplier Effect of Integrating Search & Social Advertising

The Multiplier Effect of Integrating Search & Social Advertising
Latest research reveals 68% higher revenue per conversion for marketers who integrate their search & social advertising. In addition to the research results, this whitepaper also outlines 5 strategies and 15 tactics you can use to better integrate your search and social campaigns.

WEBINARS

    Information currently unavailable

Resources

Jobs

    • Chinese Speaking Copywriter
      Chinese Speaking Copywriter (Agora Financial) - BaltimoreDo you speak Chinese? Are you interested in economics and finance or want to learn more...
    • Video/Digital Media Designer
      Video/Digital Media Designer (Confidential) - Delray BeachFull service corporate video production studio looking to hire a creative, and highly...
    • HEAD OF SALES
      HEAD OF SALES (OZONE MEDIA) - Santa Clarawww.ozonemedia.com HEAD OF SALES POSITION Reporting to the founder & CEO, Kiran Gopinath, the Head...