The challenge
Details
Social media marketing
Good Rebels
Year: 2014-2021
Toyota needed to strengthen its voice across digital platforms and stay relevant in a fast-moving, conversation-driven landscape. Beyond just campaigns, the challenge was to build a consistent, strategic presence that connected with people in fresh, meaningful ways — day after day.
Toyota España
My role
I was responsible for the ongoing development and implementation of Toyota’s digital and social media strategy in Spain.
This included managing content planning, social innovation, influencer partnerships, and performance tracking — all aligned with brand objectives and business goals.
What we did
Throughout the collaboration, I led and contributed to a variety of initiatives that combined creativity with consistency:
Built a structured yet flexible content plan aligned with Toyota’s brand pillars — innovation, mobility, sustainability and inspiration — delivering ongoing value across all digital channels.
These tactics include creative campaigns, collaborations with influencers, customer experiences as well as all social media communication.
Always-on strategy
#LígateunAYGO
A bold and playful Valentine’s Day campaign — and the first branded activation on WhatsApp in Spain.
We turned the Toyota AYGO into a flirty digital persona, inviting users to “seduce” the car through WhatsApp messages, voice notes and emojis. The experience combined humour, gamification and chat-based interaction to position the AYGO as fun, young and irreverent.
+30
Impressions
+27%
Share of Voice
El Gimnasio de los Imposibles
A powerful storytelling campaign inspired by the resilience of Olympic and Paralympic athletes.
Launched around the Tokyo Games, this multi-platform campaign brought to life the idea that “impossible” is just a starting point. The stories of real athletes were shared across TV, social and digital media — turning discipline, courage and effort into inspiring brand content.
Yarisfyer
A playful Valentine’s Day activation designed to spark interaction and generate leads for the new Toyota Yaris.
Users were invited to take a fun personality test and receive a personalised digital “pickup” line from the car. The campaign combined social content, light gamification and a lead capture mechanic tailored to younger audiences.
Qualified leads
+1.500
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