The journey of one of the best-known auto manufacturer and mobility brands has been working diligently to integrate consumer values into its brand values. Beginning with LGBTQ audiences, Toyota is transforming the beliefs of its employees and consumers through it’s refined diversity and inclusion marketing efforts.
imre developed a messaging platform that can be activated consistently across a wide range of event sponsorships and marketing materials to effectively and authentically communicate Toyota’s commitment to the LGBT community.
We conducted a consumer study targeting the LGBT community and allies to better understand their attitudes and how they like to be communicated with. Once completed, we developed a communications platform called Love Drives, coordinated a photo shoot and developed a series of activations to be executed at events like Pride, Aids Lifecycle and more. Our research and Love Drives represent the first LGBT platform Toyota has aligned on, and the work is currently hitting market.
We also supported Toyota by developing a Snapchat campaign to reach LGBT youth in large metro areas (New York, San Francisco, San Diego and Dallas) at the end of the 2018 school year. This campaign placed the brand in front of a younger demographic, showcasing a shared value between the brand and audience. In addition to raising awareness for anti-bullying initiatives specific to LGBT youth in partnership with the OUT for Safe Schools program, the campaign encouraged students to learn more about the local program and seek support.
What We Did:
Brand Messaging | Community Relations | Corporate Communications | LGBT Advertising | Photography | Public Relations | Research | Strategy
• The Love Drives program represents the first LGBT platform Toyota has communicated as an organization to reflect a corporation and network of dealers that emphasizes diversity and inclusion.
• The program was awarded a 2018 AdPOP accolade by the National LGBT Media Association for best-in-class LGBT advertising (online and print) for 2017.
• The first ever Snapchat campaign for Toyota capitalized on the popular chat-style video format to promote TFS’ involvement in the LA LGBT Center’s OUT for Safe Schools Program.
• Our targeting capabilities, combined with various iterations of the creative, effectively reached over 2.2 million kids and resulted in nearly 80,000 swipe-ups across the four cities.