Fanology Social – #EpicMoments Campaign

To help call attention to Team Toyota’s diverse roster of world-class

athletes, Fanology developed a campaign entitled #EpicMoments to

celebrate their accomplishments (both past and present) and spark a

wider conversation in social media.

#EpicMoments are those times that stand out for their ability to capture

our attention, make history and alter the course of our life. They range

from the time free-skier Simon Dumont set a world record in the quarter

pipe to something as personal as the birth of motocross athlete Josh

Grant’s first son.

THE SITUATION

THE APPROACH

In January 2014, the #EpicMoments hashtag was organically worked into

the @TeamToyota social handles. A month later, the full campaign was

launched with a series of 8 Youtube videos and daily images and content

for both Instagram and Twitter. Additionally, content was shared virally by

the full roster of Team Toyota athletes, Toyota’s owned social accounts,

athlete sponsors and event and broadcast partners.

THE RESULTS

Twitter: 27.2 Million + Impressions (Jan - Jul)The #EpicMoments hashtag was seeded across Toyota-owned social

channels as well as Team Toyota athletes and other partners & sponsors.

The hashtag was organically used and tweeted by consumers as well.

*Twitter Metrics pulled from Brandwatch

THE RESULTS

Instagram: 2.7 Million Impressions (Jan - Jul)Posting 1 to 2 images per day with the #EpicMoments

hashtag to Team Toyota’s Instagram account, athletes

and their sponsors shared the images out to their feeds

and organically began using the hashtag in their own

social conversations.

*Estimated Instagram metrics

THE RESULTS

Facebook: 441.7k + Impressions (Jan - Jul)Though not a targeted platform for this campaign,

Team Toyota athletes, partners and other Toyota

channels posted #EpicMoments content to

Facebook, generated earned impressions.

*Estimated Facebook metrics

THE RESULTS

YouTube: 622,070 Views (Jan - Jul)Featuring seven short videos, each piece

focused on an individual athlete and what

their biggest #EpicMoments have been.

YouTube Playlist: http://toyota.us/OAuveR

Ep. 1 Team Toyota 187,909

Ep. 2 Amy Purdy 98,933

Ep. 3 Louie Vito 201,092

Ep. 4 Halfpipe 3,138

Ep. 5 Elena Hight 118,406

Ep. 6 Justin Brayton 3,496

Ep. 7 Josh Grant 6,246

Ep. 8 Hunter Kemper 2,850

*Total YouTube views

In all, our 300+ pieces of content generated 31 million impressions

and ignited conversations across the social space.

Toyota was extremely pleased with the volume of conversation and

the universally positive sentiment.

RECAP