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Receive occasional email updates containing articles we've written and/or other happenings here at Gulo HQ.Case Study: Gulo helps PEW website become a viral success
Client:
truthabouttoyota.comThe PEW Center on Global Climate Change asked us to help create awareness of the need to increase fuel economy standards. More specifically, they wanted to challenge Toyota, the world's #1 automaker, to change their stance on the Corporate Average Fuel Economy (CAFE) standards. Often thought of as a "green" company because of its hybrid line, Toyota actually opposed stricter standards.
Working side-by-side with CLS, a communications strategy firm, we crafted a message that disputed the idea that Toyota was as "green" as they said they were and focused on the company's battle against the first meaningful increase in U.S. fuel economy in 30 years. Our part included the design and development of the website and all associated strategy work.
Our strategy brief highlighted two desired user actions: signing the letter and sharing the site with others. Making these tasks focal points on the home page helped us achieve beyond client expectations. Thousands of letters were sent to Shigeru Hayakawa, Toyota's USA President and truthabouttoyota.com got "dugg" 450 times on Digg.com. Only a month after its launch, the site had been viewed nearly 30,000 people and was mentioned in The Economist, USA Today, and Motor Trend. In late 2007, "35mpg by 2020" was signed into law.
