CLIENT
Al-Futtaim Motors Toyota
Alaa Tarawneh, Digital Marketing Manager
Hicham Younis, Marketing & Communications Manager
Shiraz Shaikh, Senior Brand Manager
AGENCY
Shane Beverney, Community Engagement Manager
Brian Afonso, Senior Account Manager
Vylan Dalmaida, Creative Strategist
Chirag Khushalani, Junior Creative Strategist
Amit Hasija, Head of Production
Savio Dias, Senior Animator
Akshay Shankar, Account Director
Ahmed El Sadek, Senior Social Media Manager
SUMMARY
Toyota Land Cruiser (LC) had an uphill battle: a declining consideration among young 4x4 drivers, who steered towards its rival - Nissan Patrol. We discovered that brands, especially Nissan, were neglecting its most credible spokespeople on Instagram - the off-roading community. Through authentic community management, Toyota turned Nissan’s most undervalued advocate (@TheBlackPatrol), into LC’s most effective spokesperson (@TheWhiteCruiser). At zero spend, Toyota UAE made a Nissan loyalist’s fan account, into an ongoing platform for LC content, increased young Instagram followers (+61.78%), brand mentions (+54.2%), and inquiries for LC (+32%).
