Nielsen Awards Toyota As 2012 Automotive Green Marketer Of The Year
According to a recent Nielsen analysis of consumer awareness, TV advertising response, and social media buzz, Toyota Motor Corporation is the greenest auto marketer of 2012.
The automaker brought home the third annual Nielsen Automotive Green Marketer of the Year Award, which was presented this week (November 29, 2012) at the Los Angeles International Auto Show Press Days.
Toyota won by leveraging their effective Prius family ad campaigns as well as their social media events to vault to the top. More than half (53%) of respondents were aware of Toyota’s green marketing initiatives. In addition, Toyota’s campaigns helped cultivate their strong green enthusiast base which drove the most positive online sentiment among the nominees, surpassing the Auto Average by 64%.
Awareness graph. Image Credit: The Nielsen Company
The Nielsen Automotive Green Marketer of the Year Award recognizes the automotive manufacturing brand that made the greatest strides in gaining consumer awareness and positively shifting consumer perceptions for the automotive industry’s environmentally friendly marketing initiatives. Other finalists for the award included Ford, Honda, Chevrolet and Nissan.
- A custom survey of nearly 2,600 consumers’ cross-media awareness and perceptions of environmental messages by automotive brand
- Response data from 6 million viewers of national television advertising collected by Nielsen’s ad effectiveness measurements service, focusing on green automotive ads
- Measuring social media “buzz” sentiment within green-related discussion threads, based on over 115,000 social media messages
** Article first published as Nielsen Awards Toyota as 2012 Automotive Green Marketer of the Year on Technorati **