Toyota taps interest in cars as ‘third space’ with Pinterest push for Sienna

Dive Brief:

  • Toyota debuted a new campaign on Pinterest to support the launch of its 2021 Sienna model, according to details the platform emailed to Marketing Dive. The campaign is a joint effort between Saatchi & Saatchi, Burrell, Intertrend and Conill and is the first of its kind for an auto brand on the platform.
  • As part of the effort, four diverse creators are using Pinterest’s Story Pins format to showcase the Sienna through video and static content, including tips and design ideas that are meant to inspire consumers. The creators include photographer Peter Amend, florist Mallory Browne, therapist-turned-interior designer Anita Yokota and restaurateur Bricia Lopez.
  • The Sienna campaign continues Toyota’s previous work on Pinterest and comes as automotive-related searches on the platform tick upward while the pandemic continues to spur consumer behaviors like using cars for date nights, as a “man cave” or to visit drive-in theaters, per the email.

Dive Insight:

Toyota’s partnership with four creators on a Pinterest content campaign seeks to change attitudes about minivans and position the Sienna as a vehicle well-suited for consumers who are increasingly using their cars as a “third space” for date nights and man caves while the pandemic continues to disrupt daily life. Toyota is marketing the Sienna as a part of outdoor movie nights, reimagined workspaces or even mobile podcast studios, Angie White, senior manager of media at Toyota Motor North America, said in a statement.

“Creators on Pinterest are leading the way in bringing these ideas to life for Pinners, who are especially creative and leaned-in consumers,” White said.

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Pinterest has seen higher levels of searches for automotive topics as consumers seek inspiration for ways to use their cars beyond weekend road trips, per the email. Searches for “converted vans” have increased 23 times, and there has been a 26% lift in active car research on Pinterest over the past year. Searches for “car date night,” “car man cave” and “drive-in cinema” have also risen in volume, according to Pinterest Predicts, the platform’s annual report forecasting consumer trends.

The Sienna campaign builds on Toyota’s previous use of Pinterest, including a first-of-its-kind content play with Tastemade that celebrated “new traditions” for the holidays. Previously, the carmaker’s campaign for the 2019 Avalon luxury sedan saw a 53% view-through rate for video ads on Pinterest’s mobile and web platform.

For Pinterest, the Toyota campaign demonstrates how brands can utilize Story Pins, its version on the video- and image-collage format that is now ubiquitous across social media, for marketing campaigns. Pinterest’s revenue jumped 76% year-on-year to $706 million in 2020’s fourth quarter, bolstered by new advertising offerings and an expansion of shopping capabilities.


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