RAV4 HYBRID LAUNCH
To launch the new RAV4 Hybrid to a savvy young audience, we knew we'd need to go far beyond traditional TV.
DATA-DRIVEN FACEBOOK CAMPAIGN
"RAV4 YOU" – MODULAR VIDEO
Fact: you're more likely to watch an ad if it reflects your interests. Love kickboxing and cooking? You'll probably watch an ad that talks about those things. So how do you create literally thousands of ads using Facebook data to match each viewer’s unique interests? Not easily. But it ended up being one of the most successful campaigns for any brand on Facebook.
Sheryl Sandberg called it "the future of advertising." (Shucks, thanks, Sheryl.)
It was honored by The One Show for "Innovation in Social Media." Here are a few examples.
REAL-TIME INTERACTION CAMPAIGN
The RAV4's ideal audience hangs out on Reddit, a notoriously brand-hostile platform. Gulp. I oversaw a quick-strike team of six creatives producing custom replies to Redditors' comments in near-real time. Not only did we have a blast, the audience loved it – and it became Reddit's most successful campaign to date.
I'm available for all your VO needs.
Even Digiday was surprised at the response.