174 Case Studies
Case Study: Toyota USA achieves mass awareness and 370% campaign awareness lift with Twitter
A Twitter Case Study
Toyota USA drives mass awareness of LetsJoinHands at the Rio Olympics
Toyota USA partnered with NBCUniversal to run the #LetsJoinHands campaign around the 2016 Rio Olympics, asking fans to post photos or videos of themselves joining hands so Toyota could donate $20 per entry (up to $250,000) to United Way. The challenge was to maximize reach and positive brand association during the Games while driving user participation and social buzz.
Toyota used a four-point Twitter strategy—conversational video ads, promoted video, engagement cards, OOH activations, and curated user-generated content—to make the campaign interactive and shareable. The effort delivered 116M timeline impressions, 2.8M earned impressions, a 370% increase in campaign awareness and a $250,000 donation, generating broad awareness and strong positive sentiment.
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