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Toyota drives chatter for TikTok debut with creator-led dance challenge

July 18, 2022


Toyota drove hype and cultivated an audience for the debut of its TikTok page with the #CorollaCrossStep challenge, which is billed as the first giveaway of its kind on the ByteDance-owned app. The question now is if the brand can sustain that level of engagement on a platform that is increasingly advertiser-dense and prone to fast-moving trends. Agency partners Saatchi & Saatchi, Burrell Communications and Conill Advertising worked directly with TikTok and US Sweeps on the effort.

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