Toyota Welcome Journey

Over the course of three years, I served as the lead copywriter for Toyota AU/NZ, playing a pivotal role in shaping the brand’s narrative and digital presence. I crafted all copy for Toyota’s welcome journey and developed engaging blog content for their motorsports division, while also leveraging data to target diverse audience segments.

Strategic & EXECUTION

• Welcome Journey: I wrote the entire welcome journey, creating content that not only introduced new customers to Toyota’s values but also built a foundation for a long-lasting relationship.

• Dynamic Blog Content: I developed engaging blog posts that celebrated the excitement of Toyota Motorsports, offered insights into events, and provided exclusive behind-the-scenes access.

• Data-Driven Refinement: Leveraging audience insights, I continually refined content strategies to ensure maximum engagement and value for our readers.

• Cross-Functional Collaboration: I worked closely with data, design, and digital teams to ensure that the copy seamlessly integrated with visual elements and technical functionality.

IMPACT

• Enhanced Customer Experience: The redesigned welcome journey successfully set a warm tone for Toyota customers, leading to increased brand loyalty and customer satisfaction.

• Engaged Motorsports Community: The blog content for the motorsports division not only attracted a dedicated readership but also boosted engagement.

• Sustained Consistency: Over the three-year period, the consistent and compelling copy played a key role in reinforcing Toyota’s brand identity across multiple touchpoints in the AU/NZ market.