Golin

Campaign: 2015 Sienna Launch

Toyota tapped the Golin LA team to help strategize and execute Toyota's first-ever digital vehicle launch. As Golin's digital manager and strategist on the Toyota account, I assisted with developing the overall campaign strategy, creating content, and distributing it to generate online buzz for the 2015 Sienna.  

The Golin team selected influential, creative dads on YouTube and Vine to help seed the 2015 Sienna online. Throughout the week of launch, the team responded in real-time to social activity with custom Sienna assets, providing a unique and personalized approach to engaging social audiences.  

The campaign garnered over 100 mainstream news mentions and generated 1.2 billion online impressions. On social media, content generated 58.5 million impressions across brand-owned social content. In the first week, there were over 10,000 mentions for the 2015 Sienna on Twitter.  

The campaign was awarded a gold SABRE award in the automotive category.