Millward Brown – Toyota GT86

BackgroundIn 2012, Toyota sought to communicate awareness and increase consideration for its sports model, the GT86, in France and the UK. Ebuzzing Social ran an online video campaign for the Toyota GT86 across social media networks in the UK and France. Millward Brown employed their AdIndex solution to measure the campaign’s contribution on key performance measures across the two markets.

Over the course of 4 months, Millward Brown interviewed 400 males in each market

MethodologyAdIndex uses simultaneous and continuous recruitment in the campaign footprint, via an online panel. This ensures that both control and exposed cells are filled evenly over time, meaning that both groups have an equal chance of being influenced by external factors.

Both groups are matched in terms of demographics, previous site visitation and behaviours so that any differences between control and exposed can be attributed to the online campaign.

Social VideoA Case Study Ebuzzing Social and Toyota

Brand Metrics among Overall Audience (Males)

Statistically significant decrease*Statistically significant increase*

Brand Metrics: Toyota Model Metrics: GT86

+2.6 +5.6* +16.9* +0.1 +11.5* +2.5 +17.7* +9.8* +2.9 +5.1 +10.2*

6%

16%

34%

57%

47%

24% 24%

37%

14%

30%

18%

3%

10%

17%

56%

35%

6%

35%

4%

27%

12% 13%

Unaided Awareness First

Mention

Unaided Awareness Any

Mention

Online Ad Awareness

Brand Favourability

Purchase Intent

Toyota GT86 Online Ad

Awareness

Toyota GT86 Aided Brand Awareness

Message Association: “Le Grand Frission“

Toyota GT86 Brand

Favourability

Toyota GT86 Purchase Intent

Is better than other car models

Control (n=200) Exposed (n=200)

UK - Key Findings

Metrics among Males (ABC1)



+4.3 +9.5* +18.5* +4.8 +15.2* +8.3 +23.8* +6.7* +15.4*+9.5 +13.9*+12.5* +9.8*


Mention

Unaided Awareness

Any Mention

Online Ad Awareness

Brand Favourability

Purchase Intent


Awareness


Message Association: “Le Grand Frisson”


Toyota GT86 Brand

Favourability

Makes me want to own a Toyota


Toyota makes cars that are

more enjoyable to drive


23%

33%

10%

23%

37%

30%28%

17%13%

31%

6%

16%

30%

6%

46%

38%

47%

32%

63%58%

37%

19%21%

11%10%5%

Frequency Among Overall - Online Ad Awareness

Statistically significant percentage change at a 90% confidence level

Online Ad Awareness

Average Campaign Frequency

10.6

Optimal Frequency

Delta

Frequency

302520151050 1-3 (55) 4-6 (57) 7+ (87)

Optimal Frequency

Frequency Among Overall - Online Ad Awareness



10.6

Delta

Frequency

1520

1050

-5-10-15 1-3 (55) 4-6 (57) 7+ (87)

Is a stylish and good looking sports car

Is for people like me

Makes me want to own a Toyota


Is a car i would be proud to be seen in

Overall the campaign drove a significant increase in purchase intent as well as unaided brand awareness and online awareness for the Toyota brand. Overall, the campaign also drove a significant increase in online awareness and association of the ‘Real Deal’ message with the GT86 model specifically, as well as perceptions of the GT86 being better than other models.

ABC1 males responded more favourably to the campaign, seeing a significant increase in a majority of awareness and persuasion metrics for Toyota and the GT86. Among this group, the campaign also raised perceptions of the GT86 as being better than other models, being enjoyable to drive and made consumers want to own one.

Higher exposures (7+) were required to deliver impact in the UK. Specifically, the uplift of online ad awareness of both Toyota and the GT86 saw significant uplifts at this higher frequency.

ImplicationsTo improve awareness of both Toyota and the GT86 model, ensure the brand is an integral part of the story as its intrinsic association is critical for raising awareness in the online environment.

In France, continue using lower frequencies as the majority of consumers are being hit 1-3 times and campaign impact is very strong among these people. In the UK, exposures play a more critical role so higher exposures are necessary, this is supported by lower click through rates in the UK.

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Optimal Frequency

Frequency Among Overall Audiece: Metrics



4.5

Delta

Frequency

161412

8

4

0-2

2

6

10

-4 1 (67) 2-3 (56) 4+ (55)

Brand FavourabilityToyota GT86: Aided Brand Awareness

Toyota GT86: Message AssociationToyota GT86: Online Ad Awareness

Toyota GT86: Brand FavourabilityToyota GT86: Purchase ConsiderationIs a stylish and good looking sports car

Brand Metrics among Overall Audience (Males)



+2.7*

4%1%


Mention

-1.4

7%9%

Unaided Awareness

Any Mention

-0.9

31%32%

Online Ad Awareness

+6.6

60%

53%

Brand Favourability

+5.8

51%46%

Purchase Intent

+6.9*

13%

6%


Awareness

+4.9

23%18%


+8.9*

12%

3%


+5.4

17%11%

Toyota GT86 Brand

Favourability

+2.3

11%8%



Brand Metrics among Target (ABC1 Males)




+4.6


12%7%

+7.8*

Toyota GT86 Brand

Favourability

18%

10%

+9.5*


12%

3%

+4.7


Awareness

12%7%

+7.3


25%

17%

+4.2

Purchase Intent

50%46%

+6.0

Brand Favourability

59%53%

-1.2

Online Ad Awareness

30%31%

-3.4

Unaided Awareness

Any Mention

8%11%

+2.8


Mention

4%2%

France - Key Findings

Marketing

Millward Brown – Toyota GT86