Objectives: Generate positive buzz for Toyota by starting a positive conversation. Give loyalists a channel to advocate for the brand. Reassure those who have doubts about the brand by showing them the power of many supporters.

The Challenge: The recall crisis was eroding Toyota’s reputation. Buying a Toyota seemed a bit risky. Let's refuel Latinos’ confidence with the ‘power of many.’The Idea: We created decals using the multitude of nationalities present in the U.S. and done a parallelism with the brand, for example: "Many Mexicans, Many Toyotas". This parallelism was meant to incite pride in both U.S. Hispanics and the Brand and show that Toyota knows the nuances of their culture. The end goal being a strong support for Toyota. Street teams distributed the decals and you could get it through our Facebook page. Consumers were able to choose a decal personalized to their country of origin.

The outcome: More than 390,000 stickers have been ordered through Facebook only and thousands distributed in the streets. The campaign reversed the negative trend. Favourable opinion of Toyota improved 13 points. Consideration for Toyota vehicles increased 8 points. Toyota kept its position as #1 in Sales for the US Hispanic Market.

TV spots showing the reactions of people receiving the decals by our street teams starting during World Cup and fighting through March, 2011Radio and Newspapers ads: Top 10 markets.Digital banners, pre-roll video placements directing to the Facebook page.Guerrilla: stunts tied to distributing the decals.We seeded messaging and materials to influencers and media to build a groundswell of support that grows and spreadsResearched and aligned with large-scale Hispanic events through official sponsorships, and leveraged local events and neighbourhood foot traffic through guerrilla effort (Linking to Hispanic Heritage month in September proved to be valuable)Engaged Mexican actress for a media tour and consumer engagement opportunity Secured branded, positive media coverage in an additional 28 media outlets including TV, radio, online and print.Sent decals to Latino influencers to create a grassroots buzz surrounding the campaign in key markets

More than 390,000 stickers have been ordered through Facebook only and thousands more have been distributed in the streets.We created a movement. facebook.com/toyotalatino has more than 48,000 fans. Other major companies marketing to Latinos have only reached about half the number of fans. We have 2,000 Page views avg., 835,000 Impressions and 30,000 Active users’ avg. (jun 2010-jan 2011)In only four short months since its launch, the campaign reversed the negative trend the brand was falling into. According to Toyota’s Hispanic PR Tracker: Favourable opinion of Toyota improved 13 percentage points.

Consideration for Toyota vehicles increased 8 percentage points.We achieved over 5 billion of consumer impressions through free media (More than 10 times the goal of 33 million)Toyota kept its position as #1 in Sales for the US Hispanic Market.