Performance marketing with immediate results
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Toyota faced staffing shortages in its dealer network post-pandemic, affecting dealership commercial and customer service performance.
The challenge was to raise Toyota’s profile among job seekers, who were unaware of the variety of roles available and held outdated negative perceptions of dealerships as potential employers.
Recognising the proven effectiveness of performance marketing when distinctively aligned with long-term brand building campaigns, it was crucial to leverage Toyota’s unique assets to ensure immediate recall.
The strategy was to elicit an immediate response by targeting specific audiences for a brief duration to address pressing recruitment needs.
Customer research revealed that people were seeking roles that offered work life balance and both personal and professional growth.
The campaign adopted a storytelling approach, narrating a ‘day in the working life’ to present daily snapshots and highlighting the diverse opportunities available. It also injected vitality and dynamism, depicting dealerships as varied and vibrant places to work.
The campaign assets have been leveraged by dealerships of all sizes across the network to improve the reach and engagement with local job seekers, with 170 executions being created in the first 60 days of the assets going live.
Driving brand growth through a brand platform with an occasion at its heart
Harnessing a category entry point and distinctive assets for success
The compound effect of driving both mental & physical availability
Outperforming the market by applying the proven laws of effectiveness
Suite 7 & 8, 13-29 Nichols Street, Surry Hills, NSW 2010
