How Toyota identifies the most attractive multicultural opportunities and builds bespoke programs

Toyota, the automaker, is seeking to engage with multicultural audiences in relevant, authentic ways as it drives brand metrics and sales.

When Toyota looks to support its award-winning national advertising, it identifies granular target audiences “by looking for segments that are growing in either size or purchasing power.”

As Siani Kiyonga, the automaker’s cross-vehicle line marketing senior manager for brand and growth audiences, explained, “It comes as no surprise that the Hispanic US population growth, the increase in Asian American income, and the new African American purchasing power” make focused multicultural marketing an especially attractive proposition.

“We want to ensure that the Toyota brand authentically connects with these consumers,” Kiyonga told an online Association of National Advertisers’ (ANA) 2020...

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