As part of my work with Elevator Strategy (Agency of Record), I had the opportunity develop the social strategy for Toyota's regional account (Toyota BC).  In order to grow BC Truck sales and market share, I developed an influencer strategy with focus on key BC niche communities; e.g. mountain biking, kayaking etc. In each community, we partnered up with extreme sports athletes and other influencers (who were existing Toyota owners) to grow engagement, purchase intent and ultimately sales. This influencer program (in tandem with other programs) has allowed Toyota BC to develop a strong footprint in some key profitable BC wide Truck communities (overlooked by competitors).  As a result, Toyota BC has experienced some of the highest Truck sales in history. In 2016, the Toyota Tacoma (Toyota's flagship small pick up) experienced a 16.7% sales increase, which boosted its market share to 56.3% of small pick-ups (highest in Canada). Get in touch at WahibaChair.com

1. How to Grow Sales Using Influencers
[Influencer Strategy Case Study]
WAHIBA CHAIR, SENIOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
WAHIBACHAIR.COM

2. Social Media is NOT
about the tools or technology…
it’s about
RELATIONSHIPS

3. Client
Toyota is the world’s most valuable car
brand. In 2016, Toyota also became the
world’s largest producer of automobiles.
This case study pertains to Toyota in British
Columbia, Canada (i.e. Toyota BC).
As part of my work with Elevator Strategy, I
had the opportunity develop and grow the
social strategy for Toyota BC.

4. Goals
Toyota needed incremental
regional support for its Truck
segment; i.e. Grow Truck Sales
and Market Share in BC.
On the digital/social side, we
wanted to leverage influencers
(who were already Toyota
owners) to grow online reach and
engagement in target niche
communities.

5. Insights
Unlike competitors, we decided to
focus on people who relied on their
trucks for recreational activities, as
opposed to “work”; i.e. lifestyle.
In order to develop an effective
influencer program, we used data
such as this study to prioritize
which niche(s) to focus on.

6. Influencer Strategy
In each niche community, we partnered
with key influencers (mostly extreme
sports athletes) who were existing
Toyota owners and aligned with the
Toyota Truck lifestyle.
Authenticity was key to this program.
TRUCK
Mountain Biking
Kayaking
Snowmobiling Fishing
Hiking

7. Strategy: Evaluation Framework
We also needed to ensure
alignment with digital/social
media goals.
Influencers were evaluated based
on the following framework.
For instance, audience needed to
be regional and fit our Truck
segment personas.
Online Community Size
(Digital + Social)
Audience
Insights
(Demo etc.)
Content Quality/Style
Social
Engagement
+ Influence
SWEET SPOT

8. Toyota BC Influencers
Here are some of the influencers Toyota BC proudly works with.
Julie-Ann Chapman
Snowmobiling Athlete
Community Size: 12,731+
Thomas Vanderham
Professional Mountain Biker
Community Size: 68,868+
Ben Marr
Kayaker
Community Size: 39,000+

9. Relationship Framework
Each influencer entered into an annual
sponsorship agreement with Toyota BC.
While activation deliverables varied based
on the influencer, all relationships were
based on 5 key pillars.
Guidelines were provided, and updated
regularly.
Accountability
Reciprocity
Community
Authentic Content
Toyota BC Objectives

10. Influencer Activations
Activations ranged from monthly social
media postings to video content
development, and Instagram takeovers.
We closely monitored the influencer
activity and provided feedback (as
needed) in order to maintain the
integrity of the program.

11. Activation Example: Instagram Takeover
Instagram Takeovers help us connect the
influencer’s community with Toyota BC Fans.

12. Activation Example: Video Campaigns
Influencer videos spur strong
advocacy from Toyota owners.

13. Activation Example: Video Campaigns
In order to drive traffic
to the Toyota BC digital
properties from social,
influencers contribute
content in their own
voice; e.g. “behind the
scene” articles.

14. Key Results
This influencer program has allowed Toyota
BC to have a strong footprint in some key
profitable BC wide Truck communities
(overlooked by competitors).
2016 TACOMA HIGHLIGHTS
16.7% increase in sales (2016)
56.3% share of Small Pickup (highest in Canada)

15. Key Learnings
• Maintain close relationships with
influencers (don’t treat them as a
transaction!)
• Develop structure and standards to
foster accountability
• Where possible, integrate e.g. Toyota BC
influencers appear in Toyota’s
#OwnerApproved TV ads.
Snowmobiler Julie-Ann Chapman in a Toyota BC #OwnerApproved TV Ad

16. Thank You!
WAHIBA CHAIR | SENOR SOCIAL MEDIA STRATEGIST & INSTRUCTOR
LEARN MORE AND GET IN TOUCH AT: WAHIBACHAIR.COM
@WAHIBACHAIR