Case Study: Toyota boosts Tundra sales with Intermark Group's True Stories campaign

Toyota boosts Tundra sales by 50% with Intermark Group

The customer, Toyota, faced a challenge selling its Tundra truck in the rural South, where the brand was perceived as a foreign import lacking the toughness of American icons like Ford and Chevy. The vendor, Intermark Group, was tasked with building trust and earning credibility with this resistant target audience for the Toyota Tundra.

Intermark Group's solution was the "True Stories" campaign, which built trust through peer testimonials. They interviewed over 7,000 truckers to gather vivid endorsements demonstrating the Tundra's toughness and reliability. This strategy was highly successful for Intermark Group, resulting in Tundra sales increasing by over 50% and Toyota's market share growing from 18% to 25% in the region, making it the top Tundra market in the nation.

Toyota