Case Study: Toyota improves ad engagement with Nielsen Holdings

Choosing the Best Spokesperson for Award-Winning Advertising

Toyota worked with Nielsen Holdings on its national sales event advertising after KPI performance had declined for two years and the brand was struggling to stand out from competitors. Toyota and Saatchi & Saatchi LA wanted a spokesperson who could create stronger emotional engagement, but traditional surveys and focus groups did not seem sufficient to identify the right actress for the role.

Nielsen Holdings used Consumer Neuroscience and biometrics with 120 respondents to compare four spokespersons by measuring skin conductance, heart rate, breathing, and motion. The testing identified the most appealing and motivating spokesperson, and the “Jan at the Front Desk” campaign went on to improve Toyota KPI’s including intent to visit a dealership by 58%, urgency by 100%, ad appeal by 44%, brand linkage by 55%, spokesperson recognition by 100%, and spokesperson appeal by 21%; it also helped Toyota and its agencies win an Ogilvy Award in March 2015.

Toyota