pr campaign camry effect presentation
Post on 17-Jul-2015
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TRANSCRIPT
Matthew PerryRyan Gentry
Bashia Guillard
Purpose
• Toyota’s quarterly profit plummeted 75 percent after the March 2011 earthquake and tsunami destroyed in Japan
• Campaign designed to promote the 2012 model– 10 air bags– Blind-spot monitor– Introduce Entune entertainment information system
• Duration: November 2011-March 2012
• Budget: estimated $175 million
TacticsCommercials
Social Media
Car Giveaway
Website
Website
http://www.toyota.com/camryeffect/Currently has over 7,000 Facebook shares.
#Fail
Effect A Friend
Giveaway• Partnered with Shazam for 2012
Superbowl commercial • Debuted the “Connections” ad.• The winner won two 2012 Toyota
Camrys– one for themselves– one for a friend
Campaign Results• January:
– Sales increased 7.5%– 28,295 units sold (increase of
55.9% compared to Jan. ’11)• Toyota 2012 sales projections:
– 16% sales gain– So far: 9% sales gain
• Overall success– Campaign in progress
• Social Media:– Facebook: 776,000+ likes and
9,648 talking about it.– Twitter: 78,000+ followers– Website: 78,784 “effects”
Toyota’s Buzz Score:
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