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Toyota Content Partnership Success Story: Boosting Mid-Lower Funnel Metrics

Learn how an exclusive content partnership with HowStuffWorks.com helped Toyota connect with auto buyers, increase web traffic, and drive sales. Discover the strategy, results, and key performance indicators that led to success.

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Toyota Content Partnership Success Story: Boosting Mid-Lower Funnel Metrics

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Presentation Transcript

  1. Case study… • What was the challenge/objective? • What was the strategy and idea? • How did your media partner deliver on the strategy? • Tell us about the results and how you measured success?

  2. Challenge - Objective • Connect in-market auto buyers with credible, objective content about best-in-class Toyota cars, trucks and SUV’s. • Increase mid-lower funnel metrics • Drive web traffic to capture handraisers • Opportunity to increase sales

  3. Unprecedented, Exclusive Content Partnership with Toyota and

  4. Strategy – Idea • HowStuffWorks.com (HSW) is a highly credible content provider on a wide variety of topics • explaining how things work, literally • HSW informs vehicle buyers and owners -- how vehicles and engines work • HSW relies on organic search to connect people and content • HSW content consistently in top 10 search results

  5. Strategy – Idea Search drives web use • Consumers rely on the web for all type of information, including vehicles • More than 70% of new vehicle buyers use the web prior to purchase • Consumers using search are advancing and use phrases and key thoughts to get exactly what they are looking for • Average search is 4-5 words

  6. Strategy - Idea • Innovative, exclusive and unprecedented • HSW creates objective 3rd party content for Toyota products • 100+ pieces of content created per month • Toyota owns the content, indefinitely • Tundra, Venza and Prius --- to start • BENEFIT: Advertising and marketing is more engaging and relevant

  7. Delivering the Idea

  8. Contextual Ad Creative Served

  9. Contextual Ad Creative Served

  10. Actual Article and Served Ad

  11. Branding / Text Derivative Content

  12. Results and Metrics

  13. 131 Towing Categories !

  14. SuperBowl Extension: Making of “KILLER HEAT”

  15. Results and Metrics - Overall • Engaging customers with more than 900 pieces of content (to date, 6/30/09) • Search Engine traffic - increased • Page views and time spent on page - increased • Click thru’s - increased • Content Extensions • SuperBowl Extension – “making of” content • 933,000 search referrals to Toyota.com; exceeding goal by 70% • AOL Homepage content • Pet travel articles drove 1.3 million page views, exceeding goal by 8% • Collateral information at events • Pet content distributed to more than 5,000 pet owners at pet barks in key markets

  16. Tracked Digital KPI’s… • Increased brand favorability by 40% • Traffic increases by 50% • Overall traffic • Qualified traffic • Search relevancy performance • HSW articles appear on the first page of Google search results for 87% of the targeted keywords for Towing and 83% for Braking • HSW custom articles rank on the first page of Google search results for seven terms related specifically to the features of the Prius • NOTE: We have comprehensive KPI’s and learning from the program – and work DAILY with Jeff and team to optimize content to drive peak results

  17. Questions?

  18. Thank you!

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