Every single day, all over the globe, street musicians make the roads, alleyways and street corners of the world a better place to be.Toyota
Sharing this common goal with street artists the world over, Toyota launched Feeling The Street – a global campaign aimed at highlighting and celebrating the world’s best street performers.
Over a 6 week period, street musicians could capture their acts and post videos and images on social using the #feelingthestreet hashtag. Fans could then vote for their favourite artists. From the top 40, the community would vote to assemble the 2016 Feeling The Street Band. Together they’d embark on the roadtrip of a life time, visiting and performing at spectacular locations around Australia and sharing the whole experience with fans on social.
New Zealand based Media Blanco, Toyota’s creative agency of choice, was once again charged with delivering an engaging global campaign in 2016. Building upon the success of the 2015 campaign, Toyota and Media Blanco set some ambitious goals as Kirsten Matthew from Media Blanco explains:
“This year we wanted to achieve more efficiency from our social advertising. We set some really ambitious goals – aiming for a 300% increase in ad engagement, without increasing our overall ad spend.”
Clearly the team at Media Blanco had their work cut out for them, but they had a plan.
“We knew authenticity was the key. Slick product photography and cheesy montage videos weren’t going to resonate with our core audience of 18-24 year olds. Instead we put a focus on authentic user-generated content, using it to power our social display advertising. We kept the focus on talented street artists, in fact, you never saw a car until the final roadtrip stage of the campaign,” Kirsten explained.
Media Blanco used Stackla to discover and curate the best street performer content from Instagram. Stackla’s Rights Management work-flows ensured content creators granted permission for their images to be featured in advertising promoting the campaign. It was then delivered to Facebook display ads via Stackla’s plugin with the Brand Networks advertising platform.
The UGC driven campaign not only met, but surpassed the ambitious targets Toyota and Media Blanco had set for the campaign. The six week campaign achieved over 1.2 million engagements (likes, comments, shares) against a target of 800,000 – a 440% increase in total engagement from the previous years’ campaign.
“We were confident leveraging authentic user-generated content would attract positive engagement from our audience, but even we were surprised just how much more effective it was. We’re thrilled with the results and proud of the campaign we were able to deliver for Toyota.”Kirsten Matthew, Media Blanco