Case Study: Burrell Communications achieves 1,000% engagement increase and 96% lower cost per engagement with NetBase Quid

Burrell Fuels Toyota Rav-4 Campaign With Netbase Social Analytics

Burrell Communications, a long-standing multicultural marketing agency, was hired by Toyota to tackle widespread consumer confusion and myths about hybrid technology for the RAV-4 Hybrid. The challenge was to create an educational, persuasive campaign that would debunk misconceptions and remove barriers to purchase across diverse audiences.

Using NetBase social analytics to map audience concerns and sentiment, Burrell identified comedian Keegan-Michael Key (as Professor RaValle Forman) as the ideal influencer and launched a multi-channel campaign of videos, social content, print, TV and radio—optimizing in real time. The campaign drove a 1,000% increase in engagement (from ~1.36% to 25%) and cut cost per engagement by about 96% (from $0.50 to ~$0.02), while boosting shares and positive sentiment.

Burrell Communications

Terrace Chappell

Social Content Manager