Toyota Motor Corporation
Toyota Motor Corporation is a renowned Japanese multinational automotive manufacturer, headquartered in Toyota City, Aichi, Japan. Established by Kiichiro Toyoda on August 28, 1937, Toyota has grown to be one of the world’s largest automobile manufacturers, producing approximately 10 million vehicles annually.
Despite their global success, Toyota sought to enhance customer engagement within their showrooms, specifically targeting certain ZIP/postal codes across Canada and the USA. As part of their strategy, they planned to offer a free giveaway to anyone who test-drove one of their cars. However, they struggled to generate the desired level of customer engagement and thus turned to EVA for a solution.
Challenges
Toyota faced significant hurdles in driving foot traffic to their dealerships and needed an innovative approach to reach their target audience effectively. Their goal was to optimize their digital advertising efforts to attract more visitors to their showrooms and, ultimately, to lower their cost per lead.
The EVA Solution
EVA Live stepped in to address Toyota’s challenges through a data-driven and strategic digital campaign. Here’s how EVA helped:
- Geofence Campaign & ZIP Code Targeting: EVA Live implemented a geofence campaign along with specific ZIP code targeting, allowing Toyota to bid on ad impressions whenever someone within their target audience was near a dealership.
- Adsquare Pixel Implementation: To accurately track the effectiveness of the ads, EVA Live used an Adsquare pixel that triggered only when a user, who had seen an ad, visited the dealership. This data was crucial in setting up a Conversion Lift experiment to measure the incremental impact of the advertising campaign on dealership visits.
- Driving Increased Foot Traffic: The strategic approach led to an impressive lift in visits to Toyota dealerships among their target audience, outperforming previous campaigns. EVA Live provided Toyota with concrete evidence of which advertising strategies were most effective in driving consumer actions.
Results
The collaboration resulted in a substantial reduction in cost per lead, dropping from $50 to $30, translating to a 40% decrease. This marked a significant improvement in the efficiency of Toyota’s advertising spend.
Additional Audience Targeting Strategies
To further extend Toyota’s reach, EVA Live employed three other audience-targeting strategies:
- Third-party Behavioral Targeting
- Location-based Targeting
- Custom Contextual Targeting
Brand Lift Study
In addition to tracking cost-based metrics, EVA conducted a brand lift study in partnership with Glam to measure the campaign’s effectiveness in enhancing Toyota’s brand awareness.
Conclusion
EVA Live’s innovative approach and precise targeting strategies not only drove more visits to Toyota dealerships but also provided invaluable insights into the types of advertising that effectively influence consumer actions. The success of this campaign has laid a strong foundation for future endeavors, helping Toyota achieve their goals and demonstrating the power of EVA’s data-driven solutions.
