Creative Examples
A sample of ad creative produced for Toyota Australia
Thanks to their extensive dealer network, Toyota Australia reaches every corner of the country. The challenge? The marketing of their dealer network wasn't reflecting the specific buyer personas and lifestyle purchasing factors across their dealers' varied prime market areas (PMAs). Toyota needed social media marketing that incorporated the diversity of their car buyers, and it needed that marketing to increase leads.
Toyota needed a Meta ads strategy it could deploy across their dealer network and generate incremental leads for underperforming models. The ads needed to incorporate buyer demographics and lifestyle interests specific to each dealership's PMA.
Through pilot programs with carefully selected dealerships in Melbourne and Adelaide, AXL MEDIA established that each dealership needed persona-first creative that incorporated the car buyer demographic and lifestyle activity correlating to each underperforming model. Our designers set to work crafting 10+ versions of Meta ads for each model, with leads automated to sync directly into dealers' lead management systems.
"Your PMA and buying audience is unique, and your Meta ads should be too. Every element of a digital ads strategy can be tailored to your needs."
Our designers brought Toyota's detailed market research to life with split testing of demographic personas, lifestyle activities, model grades, vehicle colours, and background imagery that reflected the urban, beach or forest topography of each dealership's PMA, all whilst adhering to Toyota's strict brand guidelines.
Once Meta campaigns exited the learning phase, AXL MEDIA's campaign optimisation team identified which creative was outperforming all others in the test group, manually repositioning media spend to ensure minimal wastage.
Meta campaigns outperformed all previous lead generation ads on the platform, and underperforming models saw sales increases from specific buyer personas targeted for pilot dealers.