Case Study: Toyota Motor Company achieves 48% increase in purchase intent with Facebook

Promoting car-safety technology with Facebook video ads

Toyota, built on the Japanese kaizen philosophy and maker of the best-selling Corolla, needed to refresh interest in a new Corolla model that offered few obvious changes. The challenge was to tell fresh, clear stories about familiar product and make complex safety technology easy to understand.

Toyota ran a Facebook video campaign focused on Toyota Safety Sense, producing four short demos and using reach-and-frequency buying plus Custom Audiences (website visitors via the Facebook pixel and CRM contacts) to target men 35–65. The campaign reached over half a million viewers and delivered a 33% lift in ad recall, a 48% increase in purchase intent, and results 80% better than similar regional brand-lift studies.

Toyota Motor Company

Ophira Avishay

Chief Marketing Officer