Toyota Europe launched the new Aygo model under the Go Fun Yourself campaign. We were given the task of growing the number of YouTube views to 3 million, with a focus on two advanced market: France and Italy.
WHAT WE DID
We analysed spend and traffic patterns each day, something that made it possible for us to test bids per ad group constantly in order to yield maximum engagement on a daily basis. We also managed individual target bids on a granular level in order to guarantee each target was paying the best price per click or view. Every three days, the automatic placements from interest, topic and contextual targeting were checked. The best performing websites were then analysed and included as a managed placement, allowing increased visibility on these sites. Reach and frequency reports kept us informed of any unique and repeat user engagement.
Social also played a role in the media plan and were tasked with crafting Facebook posts and tweets as a means of driving more awareness within the Toyota communities within France and Italy through engagement. The posts were constructed around current hot topics of online conversations at the time so as to achieve an optimal reach across audiences. Social posts were, however, promoted beyond existing Toyota communities in order to gain organic sharing and further engagement with the video. The hashtags #gofunyourself and #aygoenmodefun were used.
Paid: The Paid Team spear-headed the media plan that was expertly executed within the given time constraints and was based on extensive research and insights into the relevant markets.
Social: Our Social Team was responsible for carrying out the owned media part of the plan by tapping into the existing Toyota communities in France and Italy through social posts based on current online conversations.