Social Media Monitoring part2: One Bold Choice

"One Bold Choice Leads to Another" Campaign for Camry

Last week I discussed Toyota company and how they performance in social media. Now I focus on a specific Toyota Camry campaign to analyze how they use groundswell to engage their customers. 
Toyota was launching a marketing campaign for the new Camry called 'One Bold Choice Leads to another'. The campaign aims to highlight the importance of dads and their contributions to their families. Toyota planned to run this commercial during the 2015 super bowl.

#Target Audiences

The campaign reflects the increasingly diverse American landscape. The campaign targets GenerationX (who is born from the early 1960s to the early 1980s) for their major audiences. The result was an inspiring connection between a vehicle that's doing something unexpected with its bold new styling and a generation that likes to stand out as individuals. The respective media and creative departments also worked together to ensure that interesting content is delivered to consumers when it's relevant for their lifestyles.

#Objective

“Through our research, we know buying a car today means buying the label that goes along with it. The boldness of the Camry’s new redesign communicates an unexpected, emotional thrill, and we wanted to capture that spirit of imagination and zest for life while connecting with consumers in meaningful and relevant ways.”said Jason Schragger, Chief Creative Officer.

#Campaign with social media

Facebook

Toyota began posting on Facebook roughly three weeks before the super bowl game, are centered around the theme of dads, and come with the hashtag ‪#‎OneBoldChoice.

Toyota is paying to promote them in people’s Facebook news feeds and target them at close to 20 different specific audience segments. Among the targets are dads (naturally), sports fans, and people who previously engaged with a Toyota Camry video ad campaign. 

Twitter
In advance of the game, Toyota is inviting people on Twitter to tweet photos of their fathers and share why they are so special.

Everyone is happily doing so:

“We are excited to celebrate one of America’s biggest cultural holidays, Super Bowl Sunday, while honoring the relationship between dads and their children. Much as we did for the Camry launch last fall, we will take a bold and unconventional approach, one that matches the content of the vehicle and invites our guests to engage with the new Toyota.”said by Toyota Marketing Jack Hollis.
Instagram

There are 2248 #oneboldchoice discussions from their fans and people are interested in"I LOVE DAD" monument. 

Data and Analytics 

Meltwater IceRocket

I used IceRocket tool to analyze and compare two cars' blog citations, Toyota Camry was totally higher than Honda. As the graph showed above, I found that the highest peak of public interest is on Oct 21. I did some research that Toyota motor sales announced that it was conducting a safety recall of approximately 2,000,000 vehicles related to the driver’s side Power Window Master Switch on that day. 

About the recall crisis:

Policy and Planning

Company should ensure that employees understand the link between recalls and consumer safety and satisfaction, as well as the effect well-run recalls can have on corporate success.

Communication

During a recall, the response team should keep customers properly informed and persuade them to complete the necessary exchanges. Customer communications can reinforce the company’s image as a responsible organization. Communications should focus on restoring and strengthening the company’s reputation and the reputation of the product in question.

Google Trends

As we can see, Toyota is clearly the front-runner compared to Honda. After January 2015, Toyota was slightly increasing during that time.So the campaign did work.

Social Mention

Mini Cooper

Compared to Honda, Toyota has a high  reach and its strength was at 55%. However at the same time, Mini Cooper has 73% strength and more higher ratio sentiment. why? 

Promotion Suggestions 

What Mini Cooper did according to the groundswell, it marketed to mini owners, not perspective Mini buyers. Every car company spends its marketing dollars trying to convince people to buy a new car. Mini now proposed to spend its money on people who have already bought the car. Marketing to your owners in hopes of spreading word of mouth that is groundswell thinking.

Conclusions
The Toyota Company can use social media to listen their customers, which effectively engage their customers and build a relationship with them. However, I think Toyota should expend more audiences like younger people. They not only want to fuel economy, but also want a stylish car, and they want a car that’s fun to drive. The other thing is that Toyota should take aggressive action when it comes to communicating with consumers. They should create online community for their funs and potential consumers to strengthen their passion. Learn to use groundswell strategy to spread word of mouth for your customers!