Case Study

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

Key results

116M
impressions of #LetsJoinHands

2.8M
earned impressions

370%
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.

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

01

Make it a conversation.

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

02

Help users generate content.

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

03

Create positive brand association.

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

04

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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