Toyota Australia Uses Facebook To Help Launch FJ Cruiser

Team Toyota Australia launches an innovative social competition through Facebook and its "Like" functionality to help kick start the FJ Cruiser into the Australian market. Toyota Australia Facebook page announced to its fans via a wall post "We’re offering you the chance to buy a Toyota FJ Cruiser at a reduced social price. Visit http://www.likemyride.com.au/ and click “Like” to reduce the price by $5. You’ve got until March 28 to reduce the price as much as possible. We’ll even throw in extras as the price drops." The post received just over 30 comments and 170 likes, you would initially think that this was a relatively successful outcome... however considering Toyota Australia has over 50,000 fans the response is less than 1%. These are poorer performing figures than the average email marketing bench marks for open rates at 4%.

However the performance of the campaign we must applaud Team Toyota Australia for their daring attempt to enter the social media world and attempt to capture us with their personality and brand.

Lets look at and break down the Like My Ride social media campaign.