Toyota Owner Stories

Toyota Owner Stories is a social-first video franchise designed to strengthen brand advocacy by putting Toyota owners at the center of the story. Built around authentic customer experiences, the series showcases the emotional connection between drivers and the brand while fostering a deeper sense of community among Toyota enthusiasts.
 
Leadership and Responsibilities
Strategy & Franchise Development
Developed the strategic vision behind Year of the Fan, a social-first content approach that shifted the focus from brand-led messaging to community-driven storytelling. Identified the opportunity, created the concept for Toyota Owner Stories, and successfully pitched the franchise to Toyota leadership, securing approval for production.
 
Content Strategy
Developed the editorial strategy, communication plan and channel approach for the series, defining how each episode would engage audiences and strengthen brand advocacy across social platforms.
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Creative Direction
Partnered with talent and production teams on location to shape interviews, identify authentic storytelling opportunities and ensure each episode captured compelling, audience-first content.
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Client Leadership
Served as the primary creative partner for Toyota, guiding creative reviews, incorporating stakeholder feedback and securing approvals throughout the production process.
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Editorial
Crafted the social copy and messaging strategy for each episode, ensuring every piece of content reflected the series' voice while driving engagement and conversation within the Toyota community.
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