Camry Effect
Overview
I led the team that planned and pitched the UGC Camry Effect site that allowed customers to tell the story of their experience with Camrys. I oversaw the initial design and build process as well as the go to market plan.
The Situation
Toyota wanted a social campaign to coincide with the launch of the 2012 Camry, the best-selling car in America.
People were already telling their stories online, but it was scattered through the diaspora of the Internet and none of it was SEO. We had the chance to collect and amplify existing behavior. In addition, the place of high touch interaction (servicing at dealerships) was untapped and regarded as a chore for owners. On top of which, the dealerships had never been engaged or coordinated in social marketing.
The Work
We collected demographic information and analyzed existing behaviors. We noticed that Camry owners were already telling their stories online through forums, Facebook posts, etc. People love the Camrys and because they last so long, they are frequently passed from one generation to another.
I led the team that developed the concept and designs and development plan. After selling the client on the idea, I then had to sell the idea to more than 150 partner and dealership organizations. Everyone saw the opportunity and excitedly agreed.
The Product
The site had all the tools for people to easily tell, visualize, and share their Camry stories. Users could see their stories brought to life, and add pitcures, stories, and more to make it personal.
In addition to the site, dealerships were actively engaged to collect stories via cards and interactive forms as a way of reminding customers of the wonderful times they'd experienced with their cars.
When perspective buyers search for testimonials or recommendations, the SEO'd Camry Effect stories dominate the results.
The Results
In other words, it moved the needle. The project has been so successful, the client said, We were expecting a 6 out of 10 and you gave us an 11. In fact, it was so successful, Toyota decided to back it with a Super Bowl ad.
Awards