By Chantal Tode
January 15, 2016
Toyota’s personalized video advertisements appear on Facebook
Working with 100 interchangeable clips, Toyota is reaching Facebook users with video ads for the RAV4 that are customized for each audience, leading to more than 100,000 various areas.
The campaign uses information to scale customization, with each area constructed from 3 clips pulled from the collection of 100 interchangeable clips to show a Facebook user’s particular interests while also highlighting the RAV4’s product qualities. The campaign is an example of how savvy online marketers are wanting to produce material that attends to the unique qualities of mobile and social.”Most of Facebook usage is done through mobile gadgets,” said Chris Pierantozzi, imaginative director at Saatchi & & Saatchi LA. “So we crafted a campaign that took into the considerations of not simply the platform, but likewise the delivery mechanism.
“Everyone is unique,” he said. “So why tell everybody the exact same thing.
“With this program, Saatchi produced custom-tailored material for prospective RAV4 Hybrid purchasers. Customizing material is the crucial to creating marketing that people react to, and there’s no social platform that comprehends their customers much better than Facebook.”
Custom-made storytelling
The RAV4 project, which likewise includes normally broadcast spots, was produced with Saatchi & & Saatchi LA and features star James Marsden.
The Facebook videos for the effort are constructed from a collection of 100 interchangeable vignettes, each between 15 and 25 seconds long.
To produce so many videos, Saatchi & & Saatchi LA partnered with Cloneless Media, a VFX and post-production platform business that has produced a technology that accelerates broadcast-quality post-production and automates creative versioning.
As a result, Toyota is able provide spots that share some elements while also resolving the interests of the audience with customized content based upon their Facebook history. Some of the styles obvious in the different areas consist of technology, experience and style and buying.
The copy accompanying the advertisements strengthens the personalization. For instance, the copy for one advertisement checks out: “You’re elegant and tech-savvy, similar to the brand new RAV4 Hybrid.”
Personalization at scale
The campaign likewise serves social videos on Twitter’s new auto-play video unit, positioning the RAV4 Hybrid as efficient in doing everything a driver would want it to do.
Personalized Facebook video ads are just the most recent example of how Toyota continues to press mobile marketing forward.
The new RAV4 project was a considerable effort from an operational viewpoint.
“It was a big endeavor to pull this off behind-the-scenes, however we had the ability to do it with the aid of our editing partner, Cloneless Media,” Mr. Pierantozzi said. “They were able to speed up broadcast-quality post-production and automate the various mixes of stories to wisely modify and deliver the areas.
“Then, through a comprehensive evaluation process, we chose the finest ones to go deal with,” he stated. “From a writing and production standpoint, we shot 100 scenes in one day to establish 100 interchangeable clips to obtain to the total 100,000 advertisements.
“The substantial script-writing was established in a manner that enabled a continuous and clear narrative through a large range of clips.”
Senior Editor Chantal Tode covers advertising, messaging, legal/privacy and database/CRM. Reach her at chantal@mobilemarketer.com.
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Toyota sparks customized storytelling by means of 100,000 targeted video ads
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