Sienna Movement For Makers

Objective

Shift perceptions and break the stigma around Toyota Sienna as the “soccer mom” only vehicle. Showcase Sienna as a versatile vehicle that’s able to fuel your hustle. Develop a community impact campaign that engages small business owners who have been affected with various challenges during 2020 including COVID-19.

STRATEGY

Identify five small business owners in Nashville and Charleston to join Sienna Movement for Makers, an effort to support entrepreneurs as they strive to overcome recent obstacles while showcasing Sienna’s key features. Loan each maker a Sienna for one week to assist in their daily business operations. Capture engaging content for Instagram that tells the story of each maker’s determination and how it connects with the versatility of Sienna.

RESULT

From a road trip and drive-through event to a farmer's market pop-up and donations to charitable causes, Sienna Movement for Makers made a positive impact on the Nashville and Charleston communities. In order to protect the health and safety of the makers, guests and staff, each engagement adhered to CDC and local health guidelines regarding social distancing and masks requirements. The makers were encouraged by Toyota’s support including the $5,000 grant each received to aid in their rebound. The campaign delivered tens of thousands of impressions and social engagements for Toyota and the makers. REACH is proud to work alongside Toyota in supporting small businesses during these challenging times.