Toyota
Over the past three years, I have pushed the boundaries of ‘safe’ design, consistently delivering creative solutions that go beyond client expectations.
Toyota Australia
YEAR2021-current
SCOPE
eDms
Dynamic Digital Ads
Other Work
BRIEFDesign visually engaging eDM templates and bespoke creatives to support Toyota’s ongoing marketing communications across all aspects of the business — ranging from welcome and onboarding emails, new vehicle launch campaigns, loyalty reward programs, eDMs from Toyota Finance, Toyota for Business and Gazoo Racing to name a few.
PROCESSA visual uplift was implemented across all Toyota’s eDMs to increase overall customer engagement, particularly during vehicle launch campaigns. I conducted visual research, A/B tested creative elements, incorporated motion into the hero modules (animated GIFs) and refined layout, hierarchy, and CTAs to align with eDM best practices.
RESULTSThe new design approach enhanced the customer’s email experience, led to strong performance and sustained customer engagement. As demonstrated below in the eDM campaigns for bZ4X, C-HR and HiLux, there was a noticeable 32.8%-46.1% growth in click-to-open rates and aproximately 80% increase in open rates across all three campaigns.
BRIEFDevelop a set of digital ad templates for Toyota’s paid marketing campaigns that supports dynamic creative capabilities, for example varied messaging and flexible visuals across different audience segments. The aim was to shift from a developer-led (JavaScript) approach to a more designer-friendly workflow using Google Web Designer.
PROCESSKey skills, such as understanding dynamic ad logic, basic HTML/CSS, and platform-specific tools were self-taught to bridge the gap between design and implementation. The templates were first designed in Figma, then built in Google Web Designer, with close collaboration across Technology and Media teams to ensure smooth integration with Google Studio and CM360 for live deployment.
RESULTSThe outcome was a scalable and efficient creative workflow that streamlined production, enabled personalised messaging at scale, and improved design consistency across ad variations for future campaigns.
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.
ALDI