As part of the launch for the 2011 Toyota Sienna minivan, the client and agency created �The Sienna Family� � a ten-episode Web series that appears on its own YouTube channel (youtube.com/sienna). Designed to entertain consumers while informing them about the Sienna features, this original series was based on the TV campaign that centered on two self-absorbed parents.
To date, the Web series garnered over 16 million views and has been highlighted by YouTube�s marketing department�s presentations as one of its most successful advertising case studies. More importantly, this effort has led to nearly a 20 percent increase in overall Sienna sales for the year and what news agencies call �the rebirth of the minivan.�