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Nilhan Jayasinghe from iCrossing presented at the IPA Search Council on 25 February.
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Search and SocialToyota
BACKGROUND
• Increase brand awareness in the UK• Broaden customer segment – Practical,
Fun loving, Fashion• Promote Toyota’s design and Innovation• Environmental responsibility• Help amplify car launches online
LAUNCHING THE IQ: CHALLENGE
Toyota struggled with the challenge of makingaudiences fully aware of the car’s more complex, advanced attributes, such as the flat fuel tank, rear curtain airbag, and its high mpg capability.1
Forester
Linguistic profiling
KEY LEARNINGS
• Defined models and content types for optimisation workflow
• Identified opportunity terms around environment, low tax, fuel types and economy • Identified opportunity to rank for ‘model+review’ terms• Identified opportunity to drive significant amounts of traffic by creating heritage content
04/10/2023 4
Search Term volumes let you judge consumer demand and using those search terms helps you access that demand“ ”
TOYOTA IQ BLOG: HYPERMILING
Two members of iCrossing’s Content and Media team attempted a 500-mile drive in an iQ around the UK, encompassing 18 cities, on asingle tank of petrol
HYPERMILING ACTIVITY
The team used the This is iQ blog, flickr, Twitter, Vimeo and live GPS tracking to allow for maximum engagement with the challenge
Attempt shared via multiple social sites
HYPERMILING ACTIVITY
Based around the This is iQ blog the attempt was picked up by key sites including Wired’s Autopia blog, AutoblogGreen and The New York Times Wheels blog
CONTENT WAS FEATURED ON THE WIRED.COM HOMEPAGE
Outreach tied to real-world fuel economy attempt
OUR CLIENTS
“What makes Toyota's effort interesting is it doesn't feel like it was scripted by suits. The hypermiling challenge contains an element of mystery that draws in readers. The bloggers acknowledge there's a chance the stunt may fail, and the appearance of a "whatever happens, happens" attitude from Toyota conveys the company's confidence in its product — something other car companies don't have the stones to pull off.”Wired’s Autopia blog, 29th January 2009
HYPERMILING ACTIVITY: WIRED
The next slide demonstrates how outreach activity assisted natural search objectivesThe content featured is from AutoblogGreen and links to:
All other articles about the iQ on AutoblogGreenThe iQ flickr accountThe ‘This is iQ’ blog homepageTo a specific post about the rules of the hypermiling attemptTo a specific post about the success of the attempt
SEARCH
Content links back to the This is iQ blog
HOW THE RIGHT MENTION DELIVERS SEARCH EQUITY
BACKLINKS ANALYTICS
Number of links to the This is iQ blog
There was a seven-fold increase in other sites linking to the blog
REFERRERS ANALYTICS
Hypermiling stories led to the greatest number of referrals
Top referring sites to the This is iQ blog
4,384 total referrals sent from 201 sources
105,000,000EYEBALLS ON THE IQ
& HERE’S HOW WE DID IT…
WE DELIVERED
LAUNCHING THE PRIUS
A car with a history and an opinionated audience
TOYOTA BLOG
Ongoing conversational space
OUR CLIENTS
People who arrive via links from influential blogs might not have otherwise visited Toyota’s site
Links from influential editorial can’t be bought; a good idea and story is the only way in
The challenge element of the hypermiling campaign, and the fact that the car was good enough to meet it, has led to universally positive coverage
Independent editorial commentary is judged to be unbiased and more trustworthy
Links are persistent and continue to deliver traffic that supports natural search rankings
NEW AUDIENCES
NEW SPACES
ADVOCACY
WHAT DID WE LEARN
INFLUENCE
LONG TERM IMPACT
