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Case study…

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?. Challenge - Objective.

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Case study…

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  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?

  2. Challenge - Objective • Connect in-market auto buyers with credible, objective content about best-in-class Toyota cars, trucks and SUV’s. • Increase mid-lower funnel metrics • Drive web traffic to capture handraisers • Opportunity to increase sales

  3. Unprecedented, Exclusive Content Partnership with Toyota and

  4. 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

  5. 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

  6. 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

  7. Delivering the Idea

  8. Contextual Ad Creative Served

  9. Contextual Ad Creative Served

  10. Actual Article and Served Ad

  11. Branding / Text Derivative Content

  12. Results and Metrics

  13. 131 Towing Categories !

  14. 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!

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