In the wake of Australia’s World Cup triumph, Toyota is toasting the success of its ‘Celebrating Celebrations’ marketing campaign. The adverts, which played throughout the Cricket World Cup broadcast, were rolled out across Facebook, Twitter, Instagram and Vine.
‘Celebrating Celebrations’, created by The Gemba Group, was a series of online videos and photographic ‘tutorials, featuring Stephen Curry and Dave Lawson teaching famous Australian Cricketers on ‘how to take their on-field celebrations to the next level.’
‘Celebrating Celebrations’ smashed its internal KPIs, driving over two million video views, while the best-performing Twitter post achieved a 14.5 per cent engagement rate versus an average Toyota engagement rate of 3.19 per cent.
Toyota manager sponsorships, events & promotions Nic Lloyd said: “The results speak for themselves and prove that a well-conceived real-time strategy, efficiently executed, can have a profoundly positive effect on your brand.”
Cricket Australia digital commercial manager Scott Weekley said: “Toyota’s Celebrating Celebrations content was easy for us to amplify because it was strongly connected to cricket and was of a high quality. The campaign was well-received by our fans because it was timely, relevant and complemented our internal content.”
Gemba director and head of marketing Andrew Condon said: “Our goal was to embed Toyota in legitimate fan conversations throughout the cricket season, which we are really proud to have achieved so emphatically.