Toyota Australia
Categories:
Digital advertising
eDM Marketing
Dynamic Creative Optimisation (DCO)
Toyota is Australia’s leading automotive company, renowned for their commitment to high standards, reliability, and safe designs.
Over the past three years, I have pushed the boundaries of ‘safe’ design, consistently delivering creative solutions that go beyond expectations.
eDM creatives
Introducing motion into Toyota’s eDMs, along with A/B testing creatives, ensured that the emails remained fresh and engaging, especially during vehicle launch campaigns. Visual research informed creative decisions on hierarchy, layout, imagery, motion, and CTAs to engage users and design for best practices. Incorporating GIFs and optimizing image placement created a more dynamic experience, which, along with an uplift in CRM design, led to increased customer engagement and a measurable improvement in click-through rates over the years.
Dynamic Creative Optimisation
The overhaul of Toyota’s retail digital ads used Google Web Designer and Google Studio, integrated with CM360, to introduce dynamic ad functionality. This approach enables the creation of multiple variations of a single template, tailored to different audiences with relevant messaging and visuals.
The process involved self-teaching the principles of dynamic ads, developing skills in code and creative logic, and using Google Web Designer to develop adaptable templates. The updated ads resulted in a more efficient creative process for future campaigns, streamlining ad production and improving scalability.
Other works
This Welcome and Onboarding journey map captures the customer experience and introduces the Toyota EDM onboarding flow. It highlights key goals, challenges, and solutions throughout the journey.