Relying on an established name in Fisher likely granted Toyota a level of reach that would be hard to achieve organically. The effort generated 140 million impressions — 59% more than the company expected — and brought over 127,000 followers to the @toyota TikTok account, which has otherwise remained quiet since Friday. Along with sparking a large number of user-generated videos, the #CorollaCrossStep hashtag has seen over 8 billion real-time video views since March. 

Many marketers have turned to TikTok to appeal to its massive global audience. The app is a favorite among younger generations like Gen Z and Gen Alpha, topping digital video stalwarts like YouTube in terms of time spent.

“Brands like Toyota are looking to find platforms that enable relatability and drive connection, which is what ultimately re-engages newer audiences with heritage brands,” said Jodi Porter, director of the automotive and dining verticals at TikTok, in a statement.