Under the concept “One Bold Choice Leads to Another,” the all-new 2015 Toyota Camry was launched.

It gave us a perfect excuse to tell a good story. Or even better – many stories. Toyota Camry presents: The first Instagram movie – ever. A multiple storyline platform created entirely for Instagram, where the audience could change the direction of the story by simply tapping the handles, a la “choose your own adventure.”

We focused on Instagram: a hot platform with an extremely engaged audience. We focused on the Toyota Instagram brand channel, but as the star of the film was ultra popular telenovela actor William Levy, we also layered in his and other influencers’ channels to drive traffic (as Instagram paid media was not available for the market at time of launch).

Our innovative movie got a lot of attention. The Toyota Latino Instagram grew 51% – six times more than the engagement goal. This campaign delivered a total of 47MM impressions and 705K engagements, making it the largest scale (social impressions) Toyota campaign to date.

With a new vehicle launch, a key goal is buzz. The original idea and celebrity tactics were very desirable to press. We developed consumer and trade-focused pitches highlighting talent, concept details and offering interviews as appropriate. We generated over 13 million impressions via PR.