We zeroed in on Bass Pro Shops, a wilderness-themed store we know our Tacoma audience loves, and hijacked their re-targeted banners.

This is how we pulled it off: First, we tracked product searches on bassproshop.com. Then, we delivered banners to users with those exact same products readily loaded in the back of a Tacoma.

The banners grabbed tons of attention. And so did the Tacoma.

Our audience saw their coveted tent, kayak or canoe conveniently loaded into Tacoma’s generous truck bed, and they were immediately sold.

Visits to Tacoma’s landing page doubled, banners were back in the game, and a new business model for Toyota and its present and future partners was born.

But most importantly we gave our audience a little boost to get their passions going.

When consumers are looking to purchase something, they usually do some online research before heading to the store to purchase.

As a result, their browser´s history is recorded and an ad with the same product they searched for begins to appear in every site they visit.

To show how easy it would be to take that product from their computer screen into their home, we leveraged the online tracking technology and put the exact product they searched for into the back of a Toyota Tacoma on the next banner they saw. In partnering with Bass Pro Shop, we were able to highlight a real use of the truck by featuring it’s cargo space and pairing it with an product they were already interested in.

Toyota Tacoma and Bass Pro creative delivered a total traffic rate of 0.75% to the Toyota Español site. The delivered rate was 3X higher than the total traffic rate goal of 0.25%.

Users exposed to the creative were more inclined to perform lower funnel actions on the Toyota site*, delivering a total qualified rate of 0.107% - 2Xs above the expected benchmark of 0.046%

*lower funnel actions (a.k.a., qualified conversions) on the site, such as, “locate a dealership” “build your vehicle”

During the timeframe in which the creative was live, the Toyota Español Tacoma page(s) experienced an increase of time spent (+13%) and drove visits 2Xs higher when compared to site benchmarks*.

*Site benchmarks were 56 days prior to MY16 Tacoma launch campaign.