Toyota Case Study

CREATING MARKET DOMINANCE — THE TARGET MULTICULTURAL AOR — 20 YEARS OF SUCCESS — BICULTURAL INSIGHTS — REAL ROI — TRANSCULTURATION™ —

Toyota

Bicultural insight. Always-on engagement and presence. Constant growth.

We help Toyota stay #1 by tapping culture-first target strategies, bicultural lifestyles, close family dynamics, and cultural passion points to drive engagement, brand preference, and market share.

Challenge

A Multicultural and brand leader in a highly competitive, auto-model specific, deal-driven, high-spend, sponsorship-laden category. Highest among Hispanics but staying #1 is tough when competitors have deep, compelling Multicultural efforts and service.

Approach

Own the market where it counts. with culture-first always-on campaigns, community, experiences and dealer activations, plus joint thematic monthly sales pushes, tentpoles and major sports sponsorships with our Davis Elen partners for year-round momentum.

Strategy

Custom target-aligned model, offer and messaging strategies and interactive engagement aimed at biculturals maximize investment and results.

Theme

Freedom to move, explore and live ‘your own way’ with assurance of the brand’s security, safety, quality and value for families.

Creative + Media

Unique Hispanic and Transcultural campaigns with deep digital, social, OOH, mobile, geo-targeting, dealer activations, and sports partnerships built for engagement and conversion.

Innovation
Dealer Firsts: Dealer journey integration, 360º sports platforms, and personalized digital ecosystems.

Results

Hispanic audiences consistently over-index in sales contribution across pivotal markets like Southern California.
Ranked #1 in community engagement among Hispanics, Blacks and Asian Americans

STANDOUT
WORK

A multi-season telenovela series where each Toyota model became an unforgettable character fueled co-creation, WOM, social drama, engagement, an unheard of +2.1% YOY Hispanic market share growth to become an unforgettable success.