Our teams engaged with local influencers, as well as Rahat, a big US YouTuber, to create fun individual pieces of content around the Go Fun Yourself platform, shared on both the artists owned channels as well as Aygo’s website. As the content started to spread we used paid media to maximise its reach.

We amplified the content within existing media partnerships and then in ATL, as per our owned out strategy.

Finally we cookied up all the new visitors to Toyota’s website which allowed us to deliver multiple pieces of content and more Aygo specific messaging over time to our engaged audience.

The campaign was an outstanding success smashing all sales targets, but more importantly bringing in a completely new buyer that Toyota had never been able to engage previously.

1. Reduction of the Average Age of Car Buyer from 52 yrs. to 35yrs

2. Aygo had a positive Halo effect creating between +10/13% uplifts on other car models web traffic

3. Increase between 85-92% of new users coming to the Toyota site across European markets

4. Creating sticky content: Average interaction rate on video 146% above IAB benchmark

5. Social Buzz +165% YoY in volume of conversation

6. +66% Sales YoY.