Golin

Campaign: 2015 Sienna Launch

Toyota tapped the Golin LA team to help strategize and execute Toyota's first ever digital vehicle launch. As Golin's digital manager and strategist on the Toyota account, I assisted with the overall campaign strategy, content development, and distribution to generate online buzz for the 2015 Sienna.  

The Golin team selected influential, creative dads on YouTube and Vine to help seed the 2015 Sienna online. Throughout the week of launch, the team responded in real-time social activity with custom Sienna assets for a unique, personalized approach to engaging social audiences.  

The campaign generated more than 100 mainstream news mentions and 1.2 billion online impressions. On social media, content generated 58.5 million impressions across brand-owned social content. In the first week, there were over 10,000 mentions for the 2015 Sienna on Twitter.  

The campaign was recently awarded a gold SABRE award in the automotive category.