Toyota

The Objective

Toyota aimed to capture high-quality leads by streamlining the path from discovery to conversion. Partnering with T&P, they fused a sophisticated media strategy with tailored creativity to develop an experience that drove measurable business growth. The focus was not just on volume, but on finding users with a genuine intent to purchase, ensuring the sales funnel remained healthy and high-performing.

The Solution

Toyota was the first automotive brand in Italy to use Automotive Ads, a catalog-based solution that allows advertisers to promote their vehicles and drive car sales, optimizing media and creative for quality leads. The campaign began manually to gather data, then shifted to Smart+ for greater lead efficiency. The Carousel format was most effective for lower-funnel performance, supported by videos for awareness. This transition to automation through Smart+ allowed, with the help of AI, the brand to scale its results, ensuring that the campaign could find the most relevant users based on the rich dataset collected during the initial manual phase.

By combining the right technology with a data-driven mindset, Toyota managed to bridge the gap between high-level brand visibility and concrete sales opportunities. Given the strong results, the strategy was extended through Q1 2026. To validate the approach, Toyota ran a rigorous Unified Lift Study. The study quantified TikTok’s effect across the entire funnel, from brand metrics through to conversions. Using a single, comprehensive study, Toyota was able to go beyond surface-level engagement and precisely estimate the incremental lift in brand KPIs and website conversions attributable to the TikTok campaign, proving that a full‑funnel strategy is a potent driver of both brand affinity and business results.

The Results

The campaign achieved outstanding results that significantly exceeded our initial expectations, according to internal performance data. A key driver of this success was the strategic combination of Smart+ and Automotive Ads, which worked in synergy to streamline the lead acquisition process. This transition to automation led to a remarkable CPL decrease of up to 80%, demonstrating the power of data-driven optimization in the Italian market. "At T&P, we leverage TikTok’s latest solutions, including Automotive Ads, to help brands connect effectively with their audiences and harness the full potential of the platform," says P. Dolcini, Managing Director at T&P.

Beyond the quantifiable ROI and core KPIs, the campaign’s impact on brand perception was equally profound. The Unified Lift Study (ULS) highlighted a substantial surge in authentic user interest and engagement. By delivering creative content that resonated with the audience's needs, we didn't just capture leads; we strengthened the brand's connection with potential customers, as evidenced by the significant growth in incremental interactions across our digital ecosystem.