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Case Study: Toyota Motor Company achieves 3.7X higher brand awareness with Facebook mobile-optimised video ads
A Facebook Case Study
Capturing audience attention with a Facebook video ad optimised for mobile
Toyota Motor Corporation promoted its new compact minivans, the Roomy and Tank, and needed to raise awareness among young families in Japan and drive traffic to a campaign website. The challenge was to find a more effective way to reach and engage mobile users than simply repurposing an unedited TV commercial.
Toyota ran a head-to-head test on Facebook, delivering both the original TV spot and a shorter, mobile-optimized video (square format with text overlays) to adults 18–39. The mobile creative outperformed the TV ad across the board—3.5× higher ad awareness, 3.7× higher brand awareness, 2× more views and 1.5× more effective target reach—achieving broader (and stronger) reach, especially among women, on the same budget.
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Toyota Motor Company
Keisuke Matsuzaki
Promotion Office