Wild about Amazon.
We shot and created an entire experience for the Tundra outdoor enthusiasms—-giving them the ultimate toys and playground. Their favorite products on Amazon put into the test.
The details.
The Toyota Tundra is the ultimate vehicle for outdoor enthusiasts. And where do these enthusiasts shop for all of the everything to fulfill that passion? Well, their first stop is increasingly Amazon. In fact, Amazon is now the #3 online retailer for outdoor goods in the US, behind stalwarts REI and Dick’s Sporting Goods.
So it makes sense that Toyota wanted to reach these customers as they were visiting Amazon.
We partnered with Toyota to drive mass awareness of the all-new 2022 Tundra across a General and Hispanic market, which we did through exclusive Amazon Streaming TV, Fire Tablet, and Fire TV inventory. Once on Amazon.com, customers landed on the “Outdoor Trend Report” CLP (custom landing page), featuring the new Tundra and three of Toyota's targeted passion-audiences: Camping, Biking, and ATV enthusiasts.
We did our homework and found the items that were experiencing the greatest trailing 6-month growth in each of those categories. So, we weren't showing customers what they likely already knew about—we were showing them new break-out products.
Once the products were identified, I worked with a photographer to capture original content with the Tundra and each of these products in situation: at a river camp-side, on an open bike trail, or in the middle of the California desert.
The Tundra campaign reached over 22MM unique users. We drove lift across all four of Toyota's key objectives, with a 2000 bps increase in Awareness, Favorability, Ad Recall, and 1000 bps increase in Intent.