A Strategic Move to Elevate Brand Engagement
In a competitive automotive market, Toyota recognized the need for innovative marketing strategies to connect with consumers on a deeper level. In 2018, the company launched the Toyota Untold podcast, a branded podcast series designed to showcase the stories of the people behind the Toyota brand.
Why A Branded Podcast Was Right for Toyota
Toyota identified several compelling reasons why a branded podcast aligned with their marketing objectives:
Building Brand Awareness and Visibility: In an era dominated by digital media, Toyota sought to expand its reach beyond traditional advertising channels. A branded podcast provided a platform to engage with new audiences and create a more personalized connection, fostering brand awareness and visibility.
Storytelling and Emotional Connection: Toyota recognized the power of storytelling in capturing consumer attention and creating emotional connections. The podcast format allowed Toyota to share compelling stories about its employees, customers, and partners, showcasing the human side of the brand.
Thought Leadership and Industry Expertise: Toyota aimed to establish itself as a thought leader in the automotive industry and beyond. The podcast provided a platform for experts and influencers to share their insights on various topics, positioning Toyota as a trusted source of information.
Toyota partnered with Crate to bring the Toyota Untold podcast to life. Together, they crafted a comprehensive strategy for the podcast's production and distribution:
Content Development: Crate Media collaborated with Toyota to develop a content strategy that aligned with the brand's objectives. The episodes delved into diverse themes, from the history of Toyota to the latest innovations in automotive technology.
High-Quality Production: Crate Media's experienced team ensured the podcast's high production values. The episodes featured clear audio, engaging storytelling, and captivating sound design, enhancing the listening experience for audiences.
Multi-Channel Distribution: Toyota distributed the podcast across multiple platforms, including Spotify, Apple Podcasts, Google Podcasts, and the Toyota website. This wide distribution strategy ensured that the podcast reached a broad audience across various listening channels.
Impact of the Podcast on the Toyota Brand
The Toyota Untold podcast has had a positive impact on the brand in several ways:
Increased Brand Awareness and Reach: The podcast has significantly expanded Toyota's reach, attracting a diverse audience interested in automotive news, inspiring stories, and industry insights. This increased awareness has contributed to a stronger brand presence.
Enhanced Brand Perception: The podcast's compelling storytelling has helped Toyota convey its brand values and humanize the company. Listeners have gained a deeper understanding of Toyota's commitment to quality, innovation, and customer satisfaction, leading to improved brand perception.
Audience Growth and Engagement: The podcast's success was evident in its growing audience and high engagement levels. Toyota tracked downloads, listens, and social media interactions to assess the podcast's reach and impact.
