TOYOTA

How Influicity introduced Toyota Sienna to a generation of "Van Life" enthusiasts.

Toyota partnered with Influicity to generate awareness and market placement with the Millenial and Gen Z consumer via a music festival integration.

Influencers, collectively reaching 14M consumers

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YoY increase in consumer recall and relevance among key cohort

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Impressions across high impact social media channels

The Company

Toyota is one of the largest auto makers in the world

With nearly 100 years of history, Toyota produces about 10 million vehicles per year.

The Challenge

Sienna is a key vehicle in the Toyota lineup and in order to maintain its relevance, it must gain market share among the new cohort of car buyers.

The Solution

To align Sienna with a new generation, specially selected influencers are chosen to take fans inside their VanLife experience in the Toyota Sienna.

Each influencer receives a budget to deck out their van, and then drives it to a music festival.

Heavy usage of the #VanLife hashtag, leaning into a trend with momentum.

They document their journey, complete with social posts and videos in real time. Influencers share adventure, play, relaxation, and memories .

Key product showcases include flexible seating, moonroof and ample space.

Results and Insights