The Challenge
Officials with Mazda and Toyota initially engaged Red Sage through a competitive search, selecting us as their agency partner for development of the Mazda Toyota Manufacturing brand including logo, diverse assets, and a website.
MTM also had an ambitious recruitment goal, to bring in more than 4,000+ team members across diverse roles in less than 24-months, while reinforcing the company’s brand narrative and distinct culture.
This employee recruitment challenge was especially daunting given the industry’s competitive hiring landscape and pressing production deadlines.
The Results
- Routinely surpassed industry-average results in views, engagements and CTR for paid digital, social advertising campaigns (Google, YouTube and LinkedIn)
- ~40 applications submitted after a single recruitment commercial-internet video debuted on social media
- Exceeded initial hiring goal five months ahead of the original deadline of August 2023
- American Advertising Award for Mazda CX-50 line-off video “A Promise Fulfilled” (Silver)
- Grew social fan-follower base to 21,550, average engagements to 9,832 per month, in only 12 months
- Routinely delivered huge social content engagement rates of 26-31% (per reach) and 17-26% (per impression)
The Partner
Mazda Toyota Manufacturing is a one-of-a-kind joint venture between Japanese automotive powerhouses Mazda and Toyota. It was first announced in 2018, with a projected investment of US $2.3 billion on a Tennessee Valley Authority-certified megasite in Limestone County, Alabama.
Today, MTM’s operational model is seen as a standard of excellence in automaking. One Team builds two exceptional vehicles. The Corolla Cross SUV is built on the “Apollo” assembly line and the Mazda CX-50 is built on the “Discovery” assembly line.
The Solutions
After bringing the company’s brand to life, Red Sage designed and presented MTM leadership with a more effective way to do employee recruitment at scale using integrated marketing approaches.
In a multi-year partnership, Red Sage has delivered award-winning strategic creative through digital-social paid advertising, promotional videos, TV and internet commercials, strategic outreach, visibility initiatives, and more.
