The Digital Marketing Strategy of Toyota and Nescafé
What is a digital marketing strategy?
A digital marketing strategy describes a series of actions that use online marketing channels to achieve various goals. Channels can include owned, paid, and earned media. A digital marketing action plan allows you to build and launch your online marketing strategy with success.
Digital Marketing Strategy of Toyota
Toyota Motor Corporation is a Japanese automotive production and sales company headquartered in Aichi, Japan. Founded by Kiichiro Toyoda in 1837, Toyota is the largest automotive manufacturer.
Its strategies vary across different practicing areas at several levels including national, regional, and global levels. They take action based on the assessment involving the target customers’ choices, purchasing capacity, and the market condition in a specific area. They are the key elements in designing Toyota’s marketing strategies.
“Before you say you can’t do something, TRY IT!” says Kiichiro Toyoda’s father,
Sakichi Toyoda who is also a Japanese inventor and industrialist.
Focus on Creativity and Imagination
Embracing social media as the core of its digital marketing strategy, Toyota shares spectacular images and videos to connect with the target audience.
Currently, Toyota’s official Facebook account has over 17.5 million followers and over 2 million people follow its official Instagram account. Through its catchy slogans and creative posts, Toyota aims to promote the imagination of its followers and inspire them to follow their dreams to come true as desired.
Audience Engagement through Social Media
Toyota social media posts follow the current trends in many respects. To increase the trust and engagement with its customers, the company attempts to develop emotional appeals for its vehicles through its approach focused on who to reach and how to.
Rather than only sharing the pictures of their cars and trucks, Toyota social media strategy is based on interaction with followers by asking open-ended questions and talking about their experiences with Toyota. The more you interact with customers, the more feedback you get to boost your performance and customer retention.
Toyota highlights the expectations and needs of its target audience through creative social media posts making the brand more approachable without being advertisement-like. Toyota’s Pinterest account has 10m+ monthly viewers and helps the company improve brand appeal through this platform.
An Eco-Friendly Approach
The latest fashion of the automobile marketplace is the concept of sustainable development through environmentally friendly solutions.
The demand for energy-efficient, greener, and safer vehicles prompts the companies to find out the best possible use of our natural resources and lower the operating costs.
Toyota team emphasizes that there is only one planet with life, Earth, and which is why Toyota developed a line of vehicles by ensuring Toyota’s facilities optimize efficiency while minimizing waste and energy use.
Here you can get detailed information about Toyota’s environmental initiatives.
Effective Commercial Films
Toyota ads and commercials introducing new Toyota models steal the hearts of many people with entertaining and striking scenarios. Here is an example: 2016 Toyota Prius commercial titled “The Longest Chase” released during the Super Bowl 50.
A group of bank robbers becomes folk heroes when they try to escape from the police officers thanks to Toyota Prius as a getaway car. Then, police officers understand that the only way to catch the robbers is driving Toyota Prius again. The main theme of the commercial is that Toyota has no competitors to be compared with.
Digital Marketing Strategy of Nescafé
As one of the most embraced brands across the world, Nescafé has a notable digital marketing strategy.
Adopting a character that is part of life globally, Nescafé digital marketing strategy is a good example of how to communicate with a wide target audience. The brand manages to represent itself as a supporter of different life situations, regardless of the income, age, gender or more.
Announcing the world-famous instant coffee in 1938, Nescafé started a long journey that accompanies historical events. As a result of good campaigns and projects, the brand now reaches out in over 180 countries and is considered to become the world’s favorite coffee.
We have a lot to learn from the digital marketing strategy of Nescafé. So, let’s deep dive into the digital marketing success of Nescafé and analyze the unique strategies of the brand.
Connecting the digital with the physical world
In a world, getting digital at a crazy pace, friendships are also having a different vibe. From this idea, the company decided to turn online friendships to offline ones to see what’s going on with friends in the digital era.
The main character of the project of “Really Friends?” was Arnaud who is around 35 year old and has more than 1000 friends on Facebook. He visited his Facebook friends to have an offline conversation, with an iconic Nescafé cup in his hand.
Arnold made a 42-web video documentary along with the interactions with his friends. The documentary had more than 8 million views, 63,000 likes, 5,500 shares and 4,800 comments on Facebook. That’s not all! The brand’s Facebook Page also increased the number of fans by 400%.
The project turned into a real success as other people also wanted to have the same experience as Arnaud, which gave the idea of a contest. The Facebook contest, titled ’le Défi Nescafé, got 26,000 applications.
The brand is always active through many online and offline campaigns and it is a great idea to combine both.
Mobile-first / Social-first approach
This is not a coincidence, but a result of the brand’s mobile-first approach. The purpose of this upgraded perspective is to re-energise the brand according to Carsten Fredholm, head of Nestlé’s beverage strategic business unit. Also, a global focus on mobile and social media help them create a consistent look and feel across in 180 countries.
Nescafé has 35M followers on Facebook and 90.1K followers on Instagram(They have local Instagram accounts for different countries). Considering Millennials create a big part of their target audience, that is a great way to keep in touch with them. The brand is also active on platforms such as Twitter, Snapchat.
Being always in connection with the new generation makes them stay young despite all the years in the sector. The brand is trying hard to keep the leadership in its class through such energiser projects and never letting people see the brand as an outdated one.
Conducting global campaigns for global identity
Another digital success of Nescafé is “Good Morning World”, which is a 360-degree video campaign on Facebook. The target is basically ‘to create real connections’ with the younger generation. The campaign, created as a part of REDvolution identity of the brand, is aiming to create a global character for Nescafé.
Global brands may choose different approaches for marketing such as playing the game more local. With this campaign, like many others, Nescafé chose to act globally by celebrating the variety in a single project.
With the right digital marketing strategies, Nescafé and Toyota have a prominent place in the market. Here we have to realize that Nescafé’s digital marketing strategy meticulously focuses on the younger consumers. And obviously, that strategy works very well.On the other hand,Toyota uses digital marketing ideally to optimize customer engagement and retention. It seems that being available on several platforms, creating multi-channel campaigns, and interacting with the followers through social media posts will keep Toyota’s position in the marketplace for a much longer time.