Case Study: Toyota boosts purchase intent with Collage Group

Toyota boosts purchase intent by 28% with Collage Group

Toyota, a global premium automotive brand, faced a challenge in resonating with key multicultural buyers, particularly Asian Americans, who respected the brand but did not consistently consider it for luxury purchases. To modernize its positioning and accelerate growth, the company partnered with Collage Group, leveraging its Brand Cultural Fluency Quotient (B-CFQ) and proprietary cultural audience data to uncover the cultural drivers behind premium automotive decisions.

Collage Group helped Toyota translate these cultural insights into a focused creative and media strategy. This involved reframing messaging around craftsmanship, centering family and shared success, and linking the brand's heritage to its electrified future. The results were significant, including a 28% increase in purchase intent among Asian American consumers and strong lifts among Black and Hispanic audiences. The success encouraged Toyota to commit 40% of future marketing investment toward multicultural audiences.

Toyota