Toyota launched a brand new vehicle, the C-HR – a compact crossover hatchback that was designed for a more urban and creative audience segment. They asked Upstream to create a brand ambassador campaign that engaged viewers while demonstrating the versatility, functionality and aspirational style of the C-HR.
When you feature Brand Ambassadors, you are borrowing their audience. We wanted the campaign to reflect each individual’s style and content, to ensure it genuinely moved their audience.
We immersed ourselves in their respective stories and organic content, then created a digital content campaign showcasing each of their stories, told their way – while featuring the core product benefits and attributes of the C-HR.