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TOYOTA GOES PLACES WITH CLAIRE
Toyota has a stellar reputation for building reliable, dependable vehicles. But for African-American women, one of their core target segments, the cars the cool factor. Knowing that style and sophistication are important to African-American consumers, PRecise delivered an approach that positioned the brand as their must-have fashion accessory. To do it, we forged a partnership with Claire Sulmers, editor-in-chic at Fashion Bomb Daily, the No. 1 online fashion destination for multicultural women. We worked closely with Claire to produce a lifestyle video series using #LetsGoPlacesClaire, sponsored a much-talked about “Cocktails with Claire,” experiential event in key markets, and created digital content for Fashion Bomb Daily.
PRecise helped usher in a new era of cool for the Toyota brand. The “Let’s Go Places with Claire” video series generated nearly 300,000 views along with 13,500 readers for custom content. The “Cocktails with Claire” events welcomed 1,500+ guests and secured 10,000 Instagram posts with 90,000 likes between Claire and attendees. Of attendees,60% reported they would consider purchasing a Toyota. What started as a year-long pilot initiative with Claire Sulmers and Fashion Bomb Daily became a three-year partnership.
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