The problem: Toyota wanted to raise awareness for anti-bullying initiatives specific to LGBT youth and represent the brand’s commitment to the community.
The solution: Through Toyota's first ever Snapchat campaign, we capitalized on a popular chat-style video format. I concepted a conversation between students and collaborated with my copy partner to help promote Toyota’s involvement in the Los Angeles LGBT Center’s OUT for Safe Schools program through Snapchat advertising targeted to teenagers (13-17-year-olds) in four U.S cities.
The campaign generated over 1 million video views, with nearly one-third of all people who saw the ads completed watching the whole video. Our targeting capabilities, combined with various iterations of the creative, effectively reached over 2.2 million kids and resulted in nearly 80,000 swipe-ups across the four cities.