Regaining interest in Toyota’s Face it Down App

Faceitdown app downloads and usage was declining (uh-oh). If you’re not familiar with the app, it’s an app created by Toyota that encourages people to stay off their phones while driving by offering rewards. It’s great, and we don’t want people to stop downloading it, so our task was to acquire new users and make sure those who already had the app weren’t forgetting to use it.

We initially adopted a test and learn phase with wide platform audience activity, consisting of Apple search ads, Google app campaign, Snapchat, YouTube and display with the purpose of driving awareness and identifying which platforms drove acquisition and reengagement.

As a result, there were 15% new app downloads withing 8 weeks and 1,500,000 extra phone-free Kms driven during the period using the app. And yes, we do appreciate the irony of digital advertising making people put their phone down.