Case Study: Hispanics Agree, ‘Somos Muchos Toyota’

In 2010, Toyota sought to find a way to enable Latinos to express their loyalty to the brand, as well as collective pride in their heritage. The company targeted Latinos living in the US through the “Somos Muchos Toyota” campaign—“We Are Many.” The campaign ran from June 2010 through March 2011 and was designed to spur consumers’ sense of pride in their community and to motivate them to project it to their cars.

Challenge

Toyota sought to rally its Hispanic consumer base to serve as brand evangelists after a product recall in January 2010. It also wanted to ensure that it would remain the No. 1 auto brand among US Hispanics by implementing the campaign.

Strategy

The marketer and its agency, Conill Advertising, came up with 97 different versions of decals to represent the “Somos Muchos” concept. The different designs represented Spanish-speaking countries through national and regional names, as well as other colloquialisms attributed to geographic areas, such as “Boricua” for Puerto Rico.

The availability of the decals was promoted via national TV and online media which featured calls to action driving consumers to Facebook. There, they could order their decals, which were mailed to consumers. Decals were also distributed through street teams.

Results

In addition to Facebook metrics, sales remained strong amid challenges affecting other facets of the market due to the recall. Toyota continues to be the No. 1 brand in the Hispanic market according to Polk.

Key Takeaways

“Somos Muchos Latinos” became the most successful social media campaign for Toyota in the Hispanic market, according to Dionne Colvin, national manager of media planning, Toyota Motor Sales USA.

Next Steps

Somos Muchos continues to live in the Hispanic social media space, where consumers can still order over 97 decals and engage with the Toyota community. Recent media integrations, including one on Telemundo’s telenovela “Los Herederos del Monte,” offered special-edition decals.

For more information at http://www.emarketer.com