With Americans spending more than two billion hours on social media each month, it's hard to deny that brands need to be a part of the conversation. But companies seeking an authentic consumer engagement might have to take their social strategies one step further. Increasingly, brands are harnessing the power of social media influencers to hyper-target and better resonate with audiences.
According to Sustainable Brands, Toyota is looking to encourage environmental consciousness among Hispanic communities in Miami and Los Angeles through a new social media campaign – a smart strategy since Latinos are 17% more likely to be active on social media (68% versus the 58% national average). Toyota is covering off on the must-do social media basics such as pushing out content through the @ToyotaLatino Twitter handle and #GoPrius hashtag, but it also recruited a group of Hispanic influencers such as Jon Secada, Gina Rodriguez and Chloe Bridges to serve as social ambassadors. These celebrities are charged with sharing information on the Toyota Prius Family and tips on how to live a greener lifestyle through tweets in both English and Spanish. And while the campaign is just getting started, Twitter conversation around Toyota and Hispanics has spiked over the past three days.*
Toyota is yet again innovating its environmental marketing by taking a formidable approach to reaching the Hispanic consumer – whose purchasing power topped $1 trillion in 2012. By engaging authentic third-party influencers to share sustainable messages online, the automotive giant is more relevant and approachable. What remains to be seen is how Toyota will measure and communicate an increase in environmental awareness among Hispanics as a result of this social-driven campaign.
*Based on a Radian6 search on 5/30/13 using keywords including Toyota, @Toyota, Latino, Latina, Hispanic, @ToyotaLatino and #GoPrius, rising to 59 tweets on 5/27 from 0 tweets on 5/26.