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Case Study: Toyota drives brand metrics past rivals

Toyota’s “Ideas for Good” fueled by great creative and TubeMogul’s brand-focused platform




Overview

Toyota recently launched its “Ideas for Good” campaign, created by Saatchi & Saatchi in Los Angeles. The campaign is designed to drive viewers to a new microsite, Toyota.com/IdeasforGood, where anyone can submit ideas for leveraging Toyota’s technology to make a difference in the world. From there, Toyota selects, funds and builds the best ideas. Early prototypes include a medical tent for use in humanitarian projects and a hybrid roller coaster to reduce carbon emissions. To raise awareness, Saatchi & Saatchi produced a series of 15-second pre-roll ads, turning to TubeMogul’s brand-focused video advertising platform to run the campaign.



Execution / Results

Over a period of 90 days, TubeMogul delivered over 29 million targeted views on sites hand-picked by the agency, with built-in optimization to where impact was greatest.




Leveraging TubeMogul’s partnership with Knowledge Networks’ Dimestore, TubeMogul also executed a survey to measure impact. The results: viewers that saw one of the ads were 1.7% more likely than a control group surveyed to recall that Toyota is the brand known for “using their technology for making a better world.” Also, 15% more viewers reported having a favorable opinion of Toyota after seeing the ads. These statistics are even more impressive when considered in the context of industry benchmarks (above) from Dynamic Logic, which gathered a sample of hundreds of automotive video ad campaigns.





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