Transcript Slide 1
Case study… • What was the challenge/objective? • What was the strategy and idea? • How did your media partner deliver on the strategy? • Tell us about the results and how you measured success? 1 Challenge - Objective • Connect in-market auto buyers with credible, objective content about best-inclass Toyota cars, trucks and SUV’s. – Increase mid-lower funnel metrics – Drive web traffic to capture handraisers – Opportunity to increase sales 2 Unprecedented, Exclusive Content Partnership with Toyota and 3 Strategy – Idea • HowStuffWorks.com (HSW) is a highly credible content provider on a wide variety of topics – explaining how things work, literally • HSW informs vehicle buyers and owners -- how vehicles and engines work • HSW relies on organic search to connect people and content – HSW content consistently in top 10 search results 4 Strategy – Idea Search drives web use • Consumers rely on the web for all type of information, including vehicles – More than 70% of new vehicle buyers use the web prior to purchase • Consumers using search are advancing and use phrases and key thoughts to get exactly what they are looking for – Average search is 4-5 words 5 Strategy - Idea • Innovative, exclusive and unprecedented – HSW creates objective 3rd party content for Toyota products • 100+ pieces of content created per month • Toyota owns the content, indefinitely • Tundra, Venza and Prius --- to start – BENEFIT: Advertising and marketing is more engaging and relevant 6 Delivering the Idea 7 Contextual Ad Creative Served 8 Contextual Ad Creative Served 9 Actual Article and Served Ad 10 Branding / Text Derivative Content 11 Results and Metrics 12 13 131 Towing Categories ! SuperBowl Extension: Making of “KILLER HEAT” 15 Results and Metrics - Overall – Engaging customers with more than 900 pieces of content (to date, 6/30/09) • Search Engine traffic - increased • Page views and time spent on page - increased • Click thru’s - increased – Content Extensions • SuperBowl Extension – “making of” content – 933,000 search referrals to Toyota.com; exceeding goal by 70% • AOL Homepage content – Pet travel articles drove 1.3 million page views, exceeding goal by 8% • Collateral information at events – Pet content distributed to more than 5,000 pet owners at pet barks in key markets 16 Tracked Digital KPI’s… • Increased brand favorability by 40% • Traffic increases by 50% – Overall traffic – Qualified traffic • Search relevancy performance – – • HSW articles appear on the first page of Google search results for 87% of the targeted keywords for Towing and 83% for Braking HSW custom articles rank on the first page of Google search results for seven terms related specifically to the features of the Prius NOTE: We have comprehensive KPI’s and learning from the program – and work DAILY with Jeff and team to optimize content to drive peak results 17 Questions? 18 Thank you! 19