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Toyota asked Saatchi to develop a new marketing framework that focused on values-based relationships.

This approach aimed to shift from individual model launches targeting specific demographics to a lifestyle and community-centric evergreen presence featuring a variety of relevant vehicles.

We had previously concept and created marketing strategy, business objectives, and a brand campaign for outdoor enthusiasts, but the key community we were asked to focus on for this project was Social Ringleaders, the charismatic social leaders of friend groups who were most likely to purchase Toyota SUVs.

Business Challenge

In the last few years vehicles have become so versatile that they have started to lose their distinctiveness. This is reflected in the increasing appeal of SUVs and the declining interest in sedans.

For Toyota, the overlapping appeal of models makes it difficult to identify & deliver unique targets across 20+ models.

In addition to the business problem Toyota was facing, we also uncovered a problem specific to our Social Ringleaders audience — While they respected Toyota as a brand, they didn’t connect with it on a deeper level because they didn’t find it playful or welcoming.

Another challenge was defining who the Social Ringleaders actually are. Unlike outdoor enthusiasts—who can be identified by tangible behaviors like how often they engage in outdoor recreation—Social Ringleaders are more ambiguous. We couldn’t define and target this audience using a single, concrete metric. Instead, we needed to develop a process that was equally valid from a data perspective, but flexible enough to account for a broad range of activities, interests, and passions.

Research Approach

To better understand Social Ringleaders, we conducted both primary and secondary research. First, we developed our audience using MRI/Simmons data and NVCS purchase intent data—creating a clear target of real people with real values, passions, and purchase intent based on the role vehicles play in their lives. This work led to comprehensive consumer segmentation, profiling, and targeting for our group of 62.4 million Social Ringleaders.

Next, we explored cultural trends that influence the lives of SRLs. Some trends that we found to be especially impactful included a lack of in-person interaction and connection, the diminishing importance of legacy, and a societal push to be a jack of all trades, master of none.

Finally, we conducted first-party research through focus groups and in-home ethnographies in Washington State, New York, Austin, and Los Angeles to validate our assumptions and put real faces to our newly defined audience segment.

Strategy

To help our audience feel like real, relatable people, we created two reports that describe SRLs in a way anyone can understand.

In our first report, we highlighted the audience’s values, interests, what makes them tick, generational life stage differences, and the cultural touchpoints where the Toyota brand can authentically show up and earn presence within the community.

Our second report focused on the behaviors and motivations that shape how SRLs engage with brands and media. Informed by our first-party research, this report served as a critical foundation for creative ideation — helping us align style, tone, medium, and messaging with the right channels and executions to reach SRLs in a meaningful way.

While the work is still in progress, the primary campaign direction centers on the importance of in-person connection, with the Toyota brand positioned at the heart of bringing people together.