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See Like Menna

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Toyota partnered with visually impaired skier Menna Fitzpatrick to create @SeeLikeMenna—the first ever Instagram experience that lets you see the world through Menna's eyes as she trains for the Paralympics. Content that reflected her vision was developed with input from Menna and a team of ophthalmologists at the Royal National Institute for the Blind. It was absolutely critical that the content accurately reflect Menna’s 3% vision so all of the content created was true to her view of the world. On mobile, we created a community around Menna's tens of thousands of followers who interacted with the visually arresting content we created. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian on the quest for gold.

We created the @SeeLikeMenna Instagram account along with a teaser video to help build a community around Menna. During the Olympics, a series of first-person POV videos were posted each day along with stills that let people experience what it’s like to be a Paralympian with only 3% vision. With Toyota behind Menna, we were able to create an influencer who showed people what it’s like to quest for gold as a visually impaired athlete, while tens of thousands of people followed along on her journey.

@SeeLikeMenna was distributed across global social media platforms across 26 countries during the Paralympic Games, reaching a large scale global audience. The teaser video for the account was translated into 20+ languages and was published on YouTube and Facebook, and directly linked to the @SeeLikeMenna Instagram account, encouraging exploration and engagement with Menna's experience.

@SeeLikeMenna helped change the way that people see Paralympians— giving people a unique window into what it takes to compete at the Paralympics, while underscoring Toyota’s commitment to mobility for all. The campaign created an entirely new community of followers @SeeLikeMenna comprised of tens of thousands of individuals. We also sparked a global conversation around the games. And ultimately, Toyota’s mission helped make the 2018 Paralympics the most watched games in history. Teaser views: 41 Million Likes and Comments: 250K Media Impressions: 1 billion International Articles: nearly 1200 feature press placements at top tier publications around the world

We want to reach the next generation of Olympic and Paralympic movement enthusiasts. People who are not only inspired by the passion of the Games but the stories of individual struggle. An audience that craves meaningful, authentic content from inspirational influencers on a platform built for storytelling.

As a 100% visual platform, Instagram was the perfect place to tell a story about our visually impaired skier. We could tell our story in a way that was disruptive to the typical user experience, but creating an account from Menna's POV made the content feel native to the platform. Tens of thousands of users followed along on Menna's journey, making her one of the most influential athletes of the 2018 Paralympic Games.

As the first ever Official Mobility Sponsor of both the Olympic and Paralympic Games, Toyota wanted to demonstrate its commitment to becoming a mobility company on a global platform. But instead of telling people we were no longer just a car company, the brief was to prove it through the partnership by elevating the Paralympic Games and empowering the athletes who defy the odds to overcome the impossible. So we turned to Instagram, a 100% visual platform to create a new Instagram account @SeeLikeMenna that shows what it’s like to only have 3% vision.