Our Experience

Background

HotHouse have worked with Toyota for over 9 years and in that time launched close to one hundred new vehicle models. The launch of 'Rukus by Toyota' in June 2010 represented a big shift in approach for both Toyota and their marketing partners.

Rukus by Toyota

The launch of 'Rukus by Toyota' presented the challenge of launching a low volume, highly polarising niche vehicle to a web savvy and cynical Gen X audience. A further challenge was that the overall marketing campaign had to be executed on a very low media and production budget. HotHouse was able to guide Toyota with a digital campaign aimed at delivering a high volume of targeted traffic to an optimised website.

The HotHouse solution

Search Engine Optimisation research and implementation, Search Engine Marketing, Content creation including copy and video, Web design and development.

Starting with an extensive research phase geared towards understanding the search behaviour of the Rukus target market, HotHouse built a site optimised around keyword insights. This included developing an extensive portfolio of content, including copy and video built around this information. This methodology ensured that content delivered on the Rukus site met with the expectations of the user with the ultimate outcome – greater engagement and stronger conversion. The site was supported by an optimised SEM campaign including the strategic use of YouTube in-video advertising.

Results

• Exceeded site visit benchmark KPIs by 51%
• Exceeded time on site benchmark KPIs by 22%
• Exceeded conversion benchmark KPIs by 14%