challenge

Increase advocacy and vibrancy of Toyota within African-American market by demonstrating the advantages of living green and driving green. In addition, educate and build influential brand advocates and buzz by highlighting Toyota’s commitment to environmental leadership, and integrate social media activity.

Approach

• Form strategic partnerships, event sponsorship and activation

• Communicate Toyota’s community improvement efforts through key messaging

• Utilize panel of “green” experts and influencers to educate, inspire & spread program messaging

• Maintain presence and support of select HBCU partners

• Enhance social engagement #ToyotaGreen

RESULTS

• Established Toyota Green coalition, consisting of green thought-leaders and celebrity green enthusiasts (Lance Gross and Lisa Leslie)

• FY2015 generated:

  • 177MM+ national and regional media impressions

  • 35MM+ social media impressions