Toyota is driving awareness and culture in NorCal in this campaign featuring Filipino rapper and Bay Area native P-Lo.
Cali culture is a unique blend of backgrounds, cultures, and traditions, all moving in sync to create a one-of-a-kind pioneering spirit. Toyota wanted to celebrate the diversity of Cali culture and connect with Asian American audiences in NorCal, driving brand awareness and inspiring engagement.
Using our Artist Matching Engine, our team of experts identified Filipino-American rapper, producer, and songwriter P-Lo as the ideal artist partner to help Toyota connect with the target audience through the passion point of music. Music is a powerful cultural identifier, helping people define who they are as individuals and connecting them to the roots of their culture. By partnering with P-Lo, Toyota was able to create culturally relevant content that speaks to the experience of growing up in a Filipino family and of growing up in the Bay Area.
This Toyota x P-Lo campaign features engaging social content posted directly from P-Lo’s Facebook, Instagram, and TikTok accounts. The artist talks about his experience as a Filipino American and what he loves about Cali culture. P-Lo invites fans to engage, asking them where their first stop in the Bay Area will be when they take the Toyota Crown out for a spin.
Social content clicks through to a landing page where fans can learn more about the Toyota Crown and find out where they can get one for themselves.
This campaign features P-Lo’s song “Let Me Whip” playing during video content as he takes his new whip, the Toyota Crown, for a spin.
P-Lo is a Filipino-American rapper, producer, and songwriter from Pinole, California. He has released several mixtapes and albums, including More Than Anything, which peaked at #8 on the Billboard Heatseekers chart. P-Lo has also produced beats for notable artists such as Yo Gotti, Wiz Khalifa, and Chris Brown. His popular songs include “Put Me On Somethin’,” “same squad,” “Template,” and “Don't Think,” featuring Mozzy.
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