TOYOTA SALES EVENTS

Social ​​

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MY ROLE: Copywriter (Social Strategy & Creative Lead)

Brought onto the team to lead social creative development for Toyota's sales events. I translated broadcast campaigns, featuring Toyota spokesperson Jan, into platform-native content designed specifically for social audiences.  

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THE CHALLENGE: Create engaging social content for Toyota's sales events using existing production resources, maximizing limited shoot time and budgets while giving audiences a reason to stop scrolling.

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THE INSIGHT: Social audiences don't engage with paid advertising the same way they engage with content from creators and communities. Simply repurposing TV spots wasn't enough. We needed to create content that felt native to the platforms where people were already spending their time.

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THE SOLUTION: ​I developed a social-first approach that transformed Toyota's broadcast campaigns into platform-native content. By leveraging existing production days with Jan and identifying additional opportunities between broadcast setups, I created trend-driven, evergreen concepts that felt authentic to the social space while still delivering Toyota's messaging. As performance continued to improve, I built the client's trust and helped evolve the work by reducing overt in-image branding, allowing the content to feel more native while remaining unmistakably Toyota.

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THE RESULTS: This approach has driven steady improvements in impressions, video completion rates, and overall engagement. As a result, dealers have continued to request additional social content and explore new ways to reach audiences through platform-native creative.