Case Studies
Toyota x Minor League Cricket
The Ask
Toyota came to us to help them “own” the emerging cricket market in the U.S. Their goals: building brand affinity and offering vehicle experiences by reaching the sport’s rabid Indian-American fanbase.
What We Did
We kicked things off with a PR blitz, in tandem with social posts, announcing the partnership and creating official branded jerseys. Then we designed an OOH campaign including: brand activations (featuring athlete meet and greets, aside new, fully interactive Toyota cars); billboards and digital ads in key markets and neighborhoods; as well as impactful on-site signage designed to grab fan sightlines at cricket matches and trophy presentations.
The Results
➞ 2.8B PR media reach
➞ 24K–32K onsite activation impressions
➞ 4.32M digital ad impressions
Toyota x Head in the Clouds
The Ask
Seeking to meaningfully engage with multicultural Gen Z and Millennial audiences, we helped Toyota partner with 88 Rising (the groundbreaking Asian rap collective and label) to sponsor the Head in the Clouds Music & Arts Festival, the AAPI Coachella alternative.
What We Did
We designed an influencer program to drive awareness to the event and Toyota’s involvement in it. We also touted onsite meet-and-greets from popular BIPOC athletes and musical artists, who appeared at Toyota’s large activation at the festival.
At the event, we created a large, heavily branded footprint for Toyota in tandem with strategically placed OOH signage and traffic drivers across the festival. A line-up of up-and-coming artists performed exclusively in the Toyota activation space, while a #MyToyotaMusic contest further bolstered fan engagement on social media.
The Results
➞ 50K attendance at brand activation
➞ 3M impressions via YouTube live-streaming
➞ 2.8K in-vehicle engagements
National Public Radio (NPR)
The Ask
National Public Radio wanted to intensify and overhaul efforts to activate donors to drive membership growth for its large KCRW affiliate in Los Angeles. Specifically, they wanted to find inroads into appealing to younger donors and BIPOC audiences.
What We Did
Our campaign unfolded in two phases.
The first focused on using their data in tandem with our own proprietary research to assemble a compelling profile of what their active donors looked like: everything from where they live, how much they earn, how often they give, and related psychographics. We used this information to launch a programmatic, primarily paid-social campaign that targeted active, lapsed, and non-donors through a set of segmentation tactics.
These findings set the baseline for phase 2, which drew from a highly effective programmatic (including social and Google ads) that dramatically moved the needle. Based on phase 1 data analytics, we designed an optimized strategy that would reach new communities and enclaves — particularly of younger Millennials and BIPOC audiences — to grow the NPR brand in the Greater Los Angeles area.
The Results
➞ A 300% significant increase in donations, from phase 1 to phase 2.
➞ Optimized paid social yielded a CPC that was 34% less than the industry benchmark.
➞ Our client’s executive and product teams received a “bible” of richer data to better inform future programming and marketing outreach.
Make Noise Today
The Ask
With the intense rise in daily attacks on Asian Americans, Intertrend Media created a social cause campaign called Make Noise Today. Its goal: to educate, create empathy, and encourage allyship.
What We Did
We created a wild posting campaign featuring striking posters with simple, bold statements that would attract attention and resonate with local communities. The posters created buzz in the top Asian American markets across the country: New York, Los Angeles, and San Francisco. We also designed and placed newspaper and social media ads to complement the street campaign.
The Results
➞ 80.4M+ wild posting impressions over approx one month
➞ 52% increase in Make Noise Today website traffic, over approx one month
➞ Instagram growth: 8x uptick in reach, 308% increase in mentions, 43.3% follower growth
Toyota Prius
The Ask
With Toyota’s fifth generation redesign, the brand wanted to surprise and delight Asian American consumers while highlighting the vehicle’s transformative new look. Toyota wanted to change the perception of the Prius from the car you should buy to the car you WANT to buy.
What We Did
We focused on high impact executions in strategically targeted locations in Los Angeles, Northern California, and San Diego to generate awareness amongst Asian American consumers. Working with the agency’s creative team, we were able to develop custom executions that stood out to pedestrian and vehicle traffic.
In Koreatown, we unveiled a mesmerizing lenticular barricade, spanning an entire block. This inventive display showcased dual visuals, changing based on the viewer’s direction. At San Diego’s Comic-Con, our activation wasn’t just static; by day, a striking vinyl wall caught eyes. By night? A vibrant video overlay brought it to life. Situated right next to the bustling Convention Center, it turned heads of attendees en route to the main event. And in Santa Clara, a main Asian American enclave in Northern California,, our activation was a beacon for the summer weekend crowds.
The Results
Impressive! We engaged over 300K targeted Asian American impressions. By merging high-impact street level activations with the existing digital programmatic campaign, we seamlessly connected the online and offline worlds, for the awareness of the All-New Prius.
