Case Study: Toyota achieves stronger cultural connection and purchase intent with Collage Group

Toyota boosts purchase intent by 21 points with Collage Group

Toyota faced the challenge of creating an authentic advertising campaign that genuinely connected with Black men, an audience whose influence on car culture is rarely reflected in automotive marketing. To better understand this opportunity, Toyota partnered with Collage Group and leveraged its cultural insights to explore how Black men view cars as a symbol of ambition and progress.

Using research from Collage Group, Toyota and its agency developed the "You Can't Stop My Drive" campaign, which reframed mobility as a symbol of empowerment. The solution, supported by Collage's CultureRate framework, resulted in a highly successful campaign. It achieved a 93% positive reception from Black consumers, a 21-point lift in emotional brand imagery, and a significant increase in purchase intent, including a 16-point lift among Black consumers. The campaign also won a Gold ARF David Ogilvy Award for its cultural fluency.

Toyota