Social Success for Toyota GB

Toyota GB - Prius - Case Study

 

Client: Toyota GB
Services: Social Media, Content, Natural Search, Insight and Analytics
Territory: UK

OVERVIEW

Social media campaigns are most usually led by a mission to engage with ‘influencers’. These amount to a PR push to reach key journalists and bloggers that should spread in key communities to grow awareness and perception.


However, having committed already to social media strategies of this type through iCrossing for the launch of its iQ city car with great success, Toyota UK moved to a campaign focused solely on its customers when it came to launch the new Prius hybrid car - a critical model for the company – in the Spring of 2009.


Tapping into the swathe of loyalty of existing Prius owners and the anticipation surrounding the arrival of the new model meant engaging directly with customers to gain their buy-in on the new model, retain their loyalty and advocacy, and – incredibly – use their suggestions to improve the spec of the car for the UK market.

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