Toyota sought to reach potential buyers among the 57 million (and growing) U.S. Hispanic population, 85% of whom are online. However, the lack of automotive sites targeting Hispanics, coupled with online clutter, made it hard for their brands to stand out and connect with potential customers.
In order to capture attention, Toyota recognized that they needed to produce something interesting and relevant enough to encourage engagement and drive traffic, but they needed to bring together the right combination of elements: the right model, the right digital media partner, and ideal retail partner.
The relaunch of the Tacoma truck was chosen as the model. Toyota also identified a relevant, core insight about the Hispanic community: they wanted to be seen as responsible and hard-working, while at the same time taking the time to escape the daily routine and reconquer fun by “getting out there”. Then Toyota recognized that, in order to tackle this “Work Hard / Play Hard lifestyle, their target must not only be empowered by what the Tacoma offers, they must also be equipped with the right outfitter to provide them with the necessary tools.
Taking all of this into consideration, Toyota zeroed in on Bass Pro Shops as the ideal springboard to the type of adventure their target audience loves. They developed a plan to “hijack” Bass Pro Shops’ retargeting banners and partnered with Yahoo to reach the site’s Hispanic users across channels like sports, entertainment and news.
When Hispanic consumers looked at a product on the Bass site, Yahoo put a retargeting pixel on Bass product pages. Browser history was recorded, and an ad appeared in every site, with a twist—the product being considered was displayed on the back of the Toyota Tacoma truck. This provided relevant and tailored messaging, while effectively highlighting Tacoma’s key feature, its cargo space.
This co-branded effort proved to be mutually beneficial to both partners as it empowered users to control their experience by allowing them to visit both Toyota.com as well as BassPro.com. The results?
Toyota Tacoma and Bass Pro creative delivered a total traffic rate of 0.75% to the Toyota Español site. The delivered rate was 3Xs higher than the total traffic rate goal of 0.25%.
Users exposed to the creative were more inclined to perform lower funnel actions on the Toyota site, delivering a total qualified rate of 0.107% – 2Xs above the expected benchmark of 0.046%.
During the timeframe in which the creative was live, the Toyota Español Tacoma page(s) experienced an increase of time spent (+13%) and drove visits 2Xs higher when compared to site benchmarks.