Beauty and dream by Toyota
Myriam Samaoli, Philippe Torloting and Raphael Marquenet
Brand owner: Toyota
This case study describes how Toyota set out to optimise its presence on Facebook by raising a strong community, and then aimed to get that community 'dreaming' about the brand. In addition to a strong YouTube channel, the Facebook Toyota Page grew closer to its community by sharing beautiful pictures of the brand, and creating games and events. As a result of the campaign, a reach rate of +100% was achieved over the previous year, as well as an increase in fans of +32.9% (120,330 vs 81,000) and an engagement rate of 0.67%, which continued to rise despite the increase in the number of fans. Toyota is now the number three car brand on Facebook France in terms of fans, and number two in terms of its engagement rate.