@SeeLikeMenna is the first ever Instagram experience that lets you see the world through the eyes of visually impaired skier and Paralympic gold medalist, Menna Fitzpatrick as she trains. Menna was involved in every aspect of the content creation in order to create an experience that was truly authentic representation of her unique life. With input from Menna and using her medical records, we created visual content that accurately reflected her vision after consulting with a team of leading ophthalmologists. All the captions written for the account were inspired by insights directly from Menna, and approved by her personally. The first-person caption copy also helped anchor the experience in authenticity and tell her story. For the first time ever, people could experience what it’s like to be a visually impaired Paralympian competing 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. This audience craves meaningful, authentic content—they want connect with a real life story and be inspired.

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. Menna's story was the perfect vehicle to communicate our vision for Mobility For All and our essential belief that "when we're free to move, anything is possible."

Toyota believes the freedom of movement is a human right and we are here to tear down barriers and ensure Mobility for All so everyone everywhere can reach their potential. Toyota set out to start an impressive metamorphosis shifting the brand from a car to a mobility company in order to provide mobility solutions for all people. We had two objectives-- to enhance Toyota’s brand equity via increased Olympic and Paralympic association and to shift rceptions of Toyota from a car brand, to a global icon of innovation and human progress through mobility.

But instead of just telling people that we’re a mobility company, the brief was to prove it through the partnership, all while elevating the Paralympic Games and partnering the athletes who embody our mission that when we're free to move, anything is possible.