Toyota Sienna
Partnering with Toyota, I lead the creative to launch the new model year 2015 Toyota Sienna entirely through social media. By embedding the vehicle within the creative platforms of known, creative Dads. We leveraged these inspiring parents to create custom content that depicts their unique experiences of parenthood using the Sienna as a starting canvas.
Concept:
2015 is the year of Dad.
...And the craziness and creativity that comes with it. To celebrate, Toyota teamed up with three of the most imaginative dads on the Internet to launch the new Toyota Sienna.
Success:
More than 100 stories, generating more than 1.2 billion+ impressions, 58.5 million+ impressions across brand-owned content and mentions on social channels and 10,200 mentions on Twitter
Influencers we worked with -
Daniel Hashimoto - Action Movie Dad
Matthew Clarke - Convos with my 2 Year Old
Eh Bee Family
Video: Tractor Beam (click to view)
Video: Convos Dance (click to view)
Video: Family Fun with the Eh Bee Family (click to view)
We utilized Twitter to launch custom real-time replies to engage with the social audience.
Here are some samples of what we created.
Role: Lead Creative, Creative Director, Art Director
Award
Winner - Gold SABRE Award – Automotive – 2015 – Toyota Sienna Influencer Launch Campaign