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.
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.
Introduce a best-selling vehicle to a new generation
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.
Create cultural relevance through music
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
Deep connection and alignment
- 4.3M impressions in direct earned media
- Trending posts on Instagram and IG Stories, fuelling high impact conversation
- Toyota Sienna appearing frequently within #VanLife hashtag
- Program runs for 3 consecutive years.