Toyota wanted to build awareness for Kluger, their family SUV. The Mouths of Mums online community was a perfect fit – a group of mums sharing information.
Our strategy was to give five mothers a Kluger for two weeks and document their experiences. So we launched a recruitment drive on Facebook, for mums to apply to review and blog about the SUV.
We then ran a competition to attract mums and expose them to their peers’ opinions about the Kluger. The microsite showcased the families enjoying their experiences – credible, word-of-mouth content more powerful than any form of advertising.
