Toyota drive higher purchase desire by linking Facebook launch with YouTube content

Toyota drive higher purchase desire by linking Facebook launch with YouTube content

Toyota drive five times more purchase desire for the 2013 Avalon by linking to YouTube content.

Toyota recently advertised their new 2013 Toyota Avalon on their Facebook page, by inviting fans to watch its promotional video on YouTube and then share their thoughts on the new car. In contrast, other automotive brands revealed their new models without linking to extra content. Mazda announced the upcoming launch of their new MX-5 by sharing details of its manufacturing plan, while Hyundai encouraged fans to experience their new i-Gen i20 by booking a test drive.
 
Our analysis shows that Toyota’s strategy of linking to other content is more successful in driving purchase desire around their new model, with 10% of fans saying they “want to buy” one, compared to only 2% for Mazda MX5 and 1% for Hyundai i-Gen i20. This suggests that encouraging fans to spend more time discovering a new product can enhance their desire to own it.
 
2013 Toyota Avalon launch drives five times more purchase desire than other automotive launches:
  • 10% of Toyota fans say they “want” to purchase the 2013 Avalon: This is five times more than the average across other automotive launches, where consumers are not given extra content to view, meaning their engagement with the product remains superficial

This case study is part of our new Q4 2012 social media summary show best practices to drive purchase desire on Facebook. You can read the full report for free here.

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