Case Study

Toyota USA drives mass awareness of #LetsJoinHands at the Rio Olympics

Key results

impressions of #LetsJoinHands

earned impressions

increase in campaign awareness

The opportunity

Building on the success of its recent NASCAR campaign on Twitter, and ahead of becoming an official 2018 Winter Olympics sponsor, Toyota USA (@Toyota) created the #LetsJoinHands campaign to celebrate the 2016 Rio Olympics. @Toyota shared its campaign video on Twitter, then asked people to post a photo or video of themselves joining hands. For each user-generated post it donated $20 to @UnitedWay, which increased awareness of the campaign while also doing good.

The strategy

Twitter’s First View and conversational video ad products helped @Toyota achieve its goals for the #LetsJoinHands campaign. First View enabled broad awareness of the campaign while conversational videos encouraged people to generate content that @Toyota then curated and promoted. By connecting the #LetsJoinHands conversation with a sizeable charity donation to @UnitedWay, @Toyota furthered campaign awareness and positive user engagement. @Toyota also hosted an out-of-home (OOH) experience, which enabled people in New York and LA to join hands remotely. The videos were then posted to Twitter.

  • Auto
  • The Big Games
  • United States
  • Case Study
  • Website Traffic & Conversions


Make it a conversation.

Through the use of conversational video ads, @Toyota made the campaign a two-way conversation.


Help users generate content.

The OOH activation showcased people's creativity and personality, and created significant positive engagement with users.


Create positive brand association.

@Toyota created strong brand association with the campaign by curating and promoting this user-generated content.


Thank the contributors.

@Toyota made sure to thank all contributors for its contribution, creating significant positive sentiment for the campaign.

The success

@Toyota’s #LetsJoinHands campaign was a winner on many levels, beating other advertisers and the company’s own internal campaign goals. The campaign won the USA Today Rio Olympics ad bracket, and was also the second-most-mentioned Olympic Twitter campaign hashtag, following only @CocaCola’s #ThatsGold, even though Toyota was not an official Olympics sponsor. Finally, the campaign demonstrated that engaging users is more effective than exposure alone, as @Toyota realized 1.5X higher positive sentiment than auto campaign averages.

Solutions used

Audience targeting

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Expanding reach

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