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Case Study: Toyota Motor Company achieves 26-point lift in ad recall and 50% lower cost per lead with Facebook
A Facebook Case Study
Revving up digital for brand impact
Toyota Thailand wanted to strengthen awareness and lead generation for the Corolla Altis by promoting its stylish design and new features to core buyers aged about 30–54. Facing a crowded market, the automaker shifted from traditional TV to a mobile-first campaign on Facebook and Instagram to stand out and drive test‑drive signups.
Toyota repurposed its TV commercial into shorter, mobile-optimized videos with front‑loaded branding, cinemagraphs and slideshows, and used a mix of broad interest targeting and reach-and-frequency buying across two campaign waves. The campaign lifted ad recall by 26 points (24 points among millennial men 25–34), improved brand perception by 11 points on “stylish”/“new features,” and cut cost per lead by 50%.
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