SOUTHEAST TOYOTA
Experience
After a brief stint working on regional, product focused broadcast ads for Southeast Toyota Regional, I transitioned to a dedicated digital role, where I managed the creation of individual banner ads and emails, assembled digital campaigns and led the development of digital data targeting strategies. I trafficked every digital banner ad for the Southeast Toyota account between 2016 and 2018, including custom creative for 12 vehicles, rotating campaigns for the RAV4, Camry and Corolla, and product focused promotional work for all 5 annual sales events across Data Targeting, Retargeting and Endemic Search digital strategies, a total of over 3,000 placements per creative swap. Before leaving 22squared, I established and helped train the agency's first Digital AdOps team to help manage the digital tactics for the SET account and others with similar needs.
Key Learnings
Become obsessed with your products and services. Genuine passion is palpable. Passion will inspire your creative and strategic teammates, inspire your clients to write and deliver more informed, more trusting briefs, and will inspire your audience to take action. Coffee, vehicles, clothing, food, hand-crafted hardwood rocking chairs, passion, obsession and confidence is the backbone of good and genuine marketing and everyone around you will know if your heart is in it.
Regional Advertising/Campaign
2016 RAV4 "Counting"
The cameras on the updated 2016 RAV4 allow you to see the sides, rear, front and even top of your vehicle. With more cameras and camera angles than a Monday Night Football broadcast, one might understandably require a little help while counting all of the cameras on the 2016 RAV4. What better, more familiar counting voice than that of Sesame Street's Count the Count.
Involvement: TV, Radio, Digital Banners and Trafficking
Digital
Strategy and Management
The Southeast Toyota account employed a suite of digital tactics during my time on the brand, ensuring that anyone with an interest in a Toyota in the Southeast region, and only those with an interest, would receive our creative. As the account manager directing digital tactics for the account, I helped develop digital banner, email, and web strategies, managed the development of all creative, trafficked all placements for all strategies, and managed QA for all campaigns and SET owned websites.