Andy Pilkington's recent articles
Big incentives help Toyota launch multi-lingual Canadian Facebook page
Toyota show big incentives can drive significant engagement and that a multi-lingual approach is useful when trying to appeal to a linguistically diverse population.
Toyota launched their Canadian Facebook page in February, engaging potential fans via their #1 Fan competition, which promises a brand new Toyota to its winner. With the six finalists now chosen, Toyota hopes to encourage fans to vote for a winner, with the chance of a $100 gas token reward. Toyota’s official representatives post in both English and French, with a view to attracting a broad spectrum of Canadian fans.
WaveMetrix analysis shows that competitions with big incentives, in this case a brand new car, are successful at driving engagement. The page also succeeds in generating unprompted positive discussion around the wider Toyota brand, which consumers praise as “reliable”, “brilliant” and “economical”. Further investigation reveals that Toyota’s English posts tend to generate more discussion, but that there is a significant minority of French praise for Toyota as well.
Big prizes tend to drive consumer focus onto the competition itself:
- The majority of discussion focuses on Toyota’s competition: With the prize of a brand new car, most focus on the completion itself. They say “congratulations” to the finalists and say who they will vote for
- Some consumers also positively discuss the Toyota brand: They say Toyota is the “best” and that they make “dream cars”. Others add they are a “reliable” brand that focuses on “durability” and is “economic”
- A minority of consumers also mention specific Toyota models: Although a few consumers complain about their experience with Toyotas, most say buying a Toyota was the “best decision” they have made
English posts tend to gain more traction, but French still important:
- English discussion contributes over 90% of discussion: Although Toyota post in both French and English, the majority of responses are written in English. The ratio of community manager to consumer discussion is also much higher in English
- French discussion is limited on the page, but still influential: Toyota’s French posts receive less responses, but are nonetheless important to cement the Canadian identity of the page