Toyota is putting video behind the wheel.
On Monday, Toyota, working with VaynerMedia, launched an online video-centric ad campaign to promote its 2017 Toyota 86 sports car to millennials – a generation more associated with Uber than car culture.
But millennials are still buying cars. People ages 21 to 38 bought around 4 million vehicles in the US in 2015 – second only to boomers, according to J.D. Power, which also found that millennials are least likely to be influenced by traditional marketing.
That’s especially true for the audience Toyota is looking to reach for the 86 model: single male millennial driving enthusiasts in the market for a car.
Online video is the right format to connect with that sort of buyer, said Nancy Inouye, national media manager at Toyota.
More than 92% of millennial internet users in the US – about 78 million – consume digital video, per eMarketer.
The video ads will run across Facebook, Instagram, YouTube and Snapchat, along with static display and carousel ads depending on the platform.
VaynerMedia is supercharging the targeting with Toyota’s CRM data, including previous owners and current customers with soon-to-expire leases. The companies also are building lookalike audiences using data collected via a microsite at toyota.com/86, where visitors can sign up for more info about the car.
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