Did you ever think that a selfie could help the community? It’s a nice thought, right?
Toyota recently partnered with Saatchi and Saatchi LA to add a slice of philanthropy to their December Sales Event marketing strategy. They donated money to Boys & Girls Clubs of America for every selfie posted with their campaign hashtag #selflessie.
They seamlessly integrated all areas of marketing to promote their #selflessie campaign—an expert move by Toyota all marketers can learn from.
Evaluate Your Efforts
One of the most common questions marketers ask me is whether or not they can prove some sort of tangible ROI on their influencer marketing. In the case of Toyota, the answer is clear: yes!
For every picture hashtagged #selflessie on Instagram during the campaign, Toyota donated $50 to Boys & Girls Clubs of America, up to $750,000. The original donation goal of $250,000 was reached so quickly that Toyota Financial Services (an extension of Toyota proper) tripled the donation amount.
“We are delighted with the success of the #Selflessie campaign and excited that so many people joined us in supporting such a worthy organization,” said Mike Groff, Toyota Financial Services President and CEO, who also serves as on the Board of Trustees for Boys & Girls Clubs of America.
Integrate Story Components
Toyota has a great product already known by everyone and loved by many. This campaign earned them gold stars by adding a human element to their brand.
Partnering with Boys & Girls Clubs of America and putting “the average consum…
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