Capabilities_
- &Model
Toyota goes TikTok
Project_Objective
Toyota is one of the biggest car manufacturers in the world. Even in a competitive market like Germany, the aided awareness of the brand is only just over 90%. Looking at the numbers more closely, Toyota has a huge gap in brand identification and brand relevance in Germany - especially when it comes to younger car-buyers.
Over the past two years, T&Pm Germany has revolutionized Toyota's whole social media approach to tackle this. This transformation peaked in establishing a dedicated German TikTok channel to engage this younger car-buying demographic and further drive Toyota's social media. This makes Toyota Germany the first Automotive brand in the world with a dedicated German TikTok Channel.
Challenge_
Creating brand relevance requires long-term commitment and cannot be achieved by a single, 6-week campaign. Toyota Deutschland and T&Pm Germany agreed that becoming relevant on TikTok in Germany needed a holistic, always-on approach: From creative and media alike.
Solution_
To achieve this, we implemented a constant creative production stream, making it possible to produce and post multiple dedicated TikTok videos per week; in a quick, efficient and flexible process. The creative ideas are strategically supported and always based on TikTok best practices, current trends, consumer and industry insights. This ensures all content is both consumer and channel-centric, with a strong personal brand voice at the same time.
The posting of the videos is accompanied by active community management – which uses a TikTok target group fitting tonality and uses the feedback for new video ideas. A simultaneous reporting process focused mainly on engagements makes it possible to learn and adapt continuously and has a direct effect on ongoing productions. To support this, the TikTok channel is backed by a media strategy to ensure the content aids awareness amongst the relevant target audiences.
Video_views
Engagement_
New_followers
Our Tiktok implementation has resulted in an impressive reach in only 2.5 months; 34 million video views, 29 million reach, over 560k engagements and 60k new TikTok followers. It is the highest follower growth rate and absolute number of interactions that we ever had on one of our Toyota social media channels – many of which have been up and running for several years.
Our holistic content-led media approach has been highly efficient and were able to reach a 28% cheaper CPM compared to Meta. And, despite connecting with a hard-to-reach younger car-buying audience, we have also managed to reach a buyer relevant target group of more than 50% of people over 25 years.