This case study shows a digital PR campaign execution from start to finish using digital tactics such as social media, partner promotion, paid media, video and more.

1. Engaging Moms in a New Way
A Digital PR Campaign Case Study
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2. Hello
Thank you for your visit.
I’m a senior strategist based out of Vancouver, BC.
For the past decade, I’ve had the opportunity to help
dozens of businesses - ranging from start-ups to big
brands like Toyota - reach, engage, and convert
digital savvy consumers into loyal advocates.
I have also enjoyed sharing my passion at top
Canadian universities such as Simon Fraser
University and the University of British Columbia.
I hope you find this content helpful for your course
or project. Feel free to tweet me @WahibaChair or
get in touch at WahibaChair.com.
Copyright (c) 2021. Wahiba Chair. All rights reserved

3. Who is this Case Study for?
This case study is for marketers,
students, and educators who
would like to harness the power of
digital PR to move customers along
the journey (a complex one today!)
This campaign leverages mixed
media including video, blog and
social posts from customers,
partners and influencers.
While the tactics may have
changed (since execution), the
strategies used should remain
relevant.
Copyright (c) 2021. Wahiba Chair. All rights reserved

4. Client & Scope
Toyota is one of the largest
automobile manufacturers in the
world.
For the purpose of this campaign,
we worked with the regional
Toyota account – Toyota in British
Columbia; i.e. Toyota BC*.
The goal was to engage Moms in a
new way.
*Note: I worked on this account as Director of Social Strategy at Elevator Strategy back in 2016.
Copyright (c) 2021. Wahiba Chair. All rights reserved

5. We partnered with YoYoMama to reach the target audience.
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6. Social
Recommendations
Drive Purchase
“Nearly 70% of Moms
say they are more likely to purchase a product if it's
recommended by someone they follow on social
networking sites.”
“When conducting online research, 83% Moms trust blogs
far more than other sources”
Why? The Data.
Sources: Mom Central, Influence Central
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7. Goal: Reach and engage BC
Moms in a new way.
Strategy: Partner with YoYoMama
on campaign development.
Tactics: Video Stories + Contest +
Cross-Promotions.
Strategy & Tactics
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8. Campaign Strategy
Contest Stories
#OWNERAPPROVED
• We featured authentic stories of BC Moms who drive
Toyotas, and used social media to find them
• The creative theme was “Every Day Family Adventures”
which tied into vehicle messaging
• In order to increase engagement and user generated
content (UGC), we complemented the stories with a
contest
• We partnered with prize sponsors who share the same
values, in order to efficiently grow reach / cross promote
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9. Promotional Strategy (Mixed Media)
#OwnerApproved
Paid Owned
Partners
Earned
User Generated
Content (UGC)
Pictures of Moms
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10. Execution: Toyota Owners (Moms) Share their Stories…
Watch here: https://www.youtube.com/watch?v=p3CEPLZpU7Y
Copyright (c) 2021. Wahiba Chair. All rights reserved
Using real Toyota
owners helped to
make the campaign
authentic.
This video was posted
on YouTube as well as
on Toyota BC and
YoyoMama’s social
channels.

11. Execution: Blog and Contest (Paid Media)
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12. YoYoMama Social Posts (Paid Media)
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13. Execution: Contest
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14. Toyota BC Execution (Owned Media)
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15. Partner Execution (Shared Media)
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16. User Generated Content (Earned Media)
Earned – Influencers
Earned – Parents
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17. Results: Reach & Engagement
1.4 Million #OwnerApproved Impressions (during campaign period)
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#OwnerApproved is
Toyota BC’s vanity
hashtag used by
customers and
advocates.
We noticed a big spike
during the campaign.

18. Results: KPIs
KPI Result*
Contest Entries 5,101
Article Views 5,769+
Video Views 1,000+
New Toyota BC
followers**
614
Visits to Toyota BC
Facebook
709
New E-mail
Subscribers
202
Visits to Toyota BC
Website
869
*Sources: YoYoMama, Rafflecopter, bit.ly and Google Analytics
**Twitter and Instagram only – directly attributed to campaign.
KPIs including vanity and
consideration metrics along the
customer journey
Copyright (c) 2021. Wahiba Chair. All rights reserved

19. Thank You!
WAHIBA CHAIR | SENOR STRATEGIST & INSTRUCTOR
L E A R N M O R E A N D G E T I N T O U C H A T : W A H I B A CHAIR. C O M
@ W A H I B A CHAIR
Copyright (c) 2021. Wahiba Chair. All rights reserved