Leonie Bulman's recent articles
Toyota succeed in engaging car owners and attracting new Facebook fans
Toyota's clearance competition on Facebook successfully drives engagement from current car owners and increases the number of new community members.
At the start of August, Toyota launched a Nationwide Clearance Event during which new and existing Toyota car owners had the chance to participate in an online hunt in view of winning a $250 cash prize. Toyota posted about this event on their official Facebook page, inviting fans who have recently bought a Toyota or have plans of purchasing one to participate.
WaveMetrix analysis shows that Toyota’s Nationwide Clearance Event boosts engagement among existing car owners on their Facebook page. 67% of those commenting on the competition are current owners versus only 16% on average for other Toyota posts. Toyota also succeeds in driving more engagement within the community, with the number of People Talking About This (PTAT) peaking in response to the event. The number of daily new fans increases too, showing that the event encourages new fans to join the Toyota community.
Toyota’s Nationwide Clearance gets current owners talking:
- Nationwide Clearance posts engage product owners: 67% of those who comment on the posts are Toyota car owners, while only 16% of responses to other Toyota posts are from owners. This suggests that the contest is successful in mobilising existing owners to create buzz around the Toyota brand and products
Nationwide Clearance posts significantly increase engagement and attract more new fans:
- The campaign successfully stimulates fan engagement: The number of People Talking About This increases significantly during the Nationwide Clearance period
- Growth in number of new Likes per day also shows improvement: The contest period encourages new consumers to join the Toyota Facebook community. Both PTAT and daily new Likes numbers drop off once the competition draws to an end