86%
Unaided brand recall
Net correctly named Toyota or the RAV4. Competitor confusion at just 4%.
Category norm 69–70%
▲ Exceeded benchmark
Brand Lift Study · August 2026
Serious fun,
seriously proven.
Autoproyecto's three RAV4 films moved Toyota's core KPIs among Hispanic Independent Spirits — clearing published category norms on recall, familiarity, favorability and consideration in a test/control design of n=1,500.
n=1,500
national sample
3
creatives, 3 segments
6
vehicles benchmarked
95%
confidence threshold
Where we beat the benchmark
Four numbers that carry the study
Each of these cleared — or sat at the top of — the published norm for its metric.
+25 pts
Share of preference — Explorer
Stated vehicle choice rose significantly in all three segments (+21 / +15 / +25).
No comparable published norm
▲ Exceeded benchmark
+13 pts
Familiarity lift — Explorer
RAV4 was the only vehicle of six tested to gain familiarity in all three segments.
Norm range +5 to +15 pts
▲ Exceeded benchmark
+12 pts
Favorability lift — Adventurer
Significant movement on the metric that rarely moves. +9 pts among Explorers.
No fixed norm — hardest metric to shift
▲ Exceeded benchmark
Action intent · Q3
What people said they would do next
Six concrete actions surfaced after viewing. Three in four planned to search for more info; seven in ten would visit Toyota.com; and two in three would schedule a test drive.
76%
Search for more information about the Toyota RAV4
Strongest in the Explorer segment
74%
Visit Toyota.com to learn more about the RAV4
Strongest in the Enthusiast segment
70%
Compare the Toyota RAV4 to other SUVs
Strongest in the Enthusiast segment
67%
Schedule a test drive
Strongest in the Enthusiast segment
60%
Consider the Toyota RAV4 for my next vehicle purchase or lease
Strongest in the Adventurer segment
60%
Visit or contact a Toyota dealer
Strongest in the Explorer segment
| Adventurer | Enthusiast | Explorer | Total | |
|---|---|---|---|---|
| Search for more information about the Toyota RAV4 | 75% | 74% | 78% | 76% |
| Visit Toyota.com to learn more about the RAV4 | 72% | 75% | 75% | 74% |
| Compare the Toyota RAV4 to other SUVs | 69% | 72% | 69% | 70% |
| Schedule a test drive | 66% | 71% | 65% | 67% |
| Consider the Toyota RAV4 for my next vehicle purchase or lease | 62% | 62% | 57% | 60% |
| Visit or contact a Toyota dealer | 60% | 54% | 66% | 60% |
Q3. Based on the video you viewed, how likely are you to take each of the following actions? Top 2 Box (very + somewhat likely). Base: Test respondents (n=750). All six actions are shown above.
The work + results
Three stories. Every one moved vehicle choice.
Autoproyecto created three RAV4 branded-content films for distinct Hispanic buyer mindsets. Every execution produced a statistically significant increase in vehicle choice.
Adventurer
Woodland
Adventure & outdoors
Connected RAV4 Woodland with an active, outdoor lifestyle.
+21 pts
Vehicle choice
▲ Statistically significant
- Familiarity
- +5 pts
- Favorability
- +12 ptsSignificant
- Consideration
- +4 ptsDirectional
Enthusiast
Limited
Lifestyle & everyday experiences
Positioned RAV4 Limited around everyday experiences and versatility.
+15 pts
Vehicle choice
▲ Statistically significant
- Familiarity
- +4 pts
- Favorability
- +1 pts
- Consideration
- +1 pts
ExplorerStrongest performer
GR Sport
Performance & excitement
Connected GR Sport with performance, style and excitement.
+25 pts
Vehicle choice
▲ Statistically significant
- Familiarity
- +13 ptsSignificant
- Favorability
- +9 ptsSignificant
- Consideration
- +12 ptsSignificant
Significant lift across every headline KPI and all ten RAV4 brand-image statements.
All three vehicle-choice lifts were statistically significant.
Controlled ThinkNow study · 1,500 total respondents · 250 Test + 250 Control per audience
Norms vs. results
How these results compare
The vehicle-choice lifts are significant — but are the supporting brand-lift numbers actually strong? Here's how familiarity, favorability and consideration stack up against published automotive norms.
Familiarity / Awareness Lift
▲ Exceeded benchmarkCategory norm
+5 to +15 pts in well-targeted campaigns (Dynata)
RAV4 result
+13 pts Explorer (sig.); +5 Adventurer, +4 Enthusiast
How it compares
Explorer sits at the top of the published range. RAV4 was the only vehicle of the six tested to gain familiarity across all three segments.
Favorability Lift
▲ Exceeded benchmarkCategory norm
No fixed norm. Favorability is the hardest metric to move, and the most meaningful when it does shift (Criterion Global)
RAV4 result
+12 pts Adventurer, +9 pts Explorer (both sig.); +12 to +17 pts net of competitor decline
How it compares
Significant movement in two of three segments. Enthusiasts look flat in absolute terms but clear double digits once netted against competitors.
Consideration Lift
▲ Exceeded benchmarkCategory norm
+3 to +8 pts (Dynata); +5.2% brand and +2.6% product consideration across 225 Meta campaigns (Brainlabs)
RAV4 result
+12 pts Explorer (sig.); +11 to +18 pts net across all three segments
How it compares
Explorer clears both published norms on absolute and relative lift. Adventurer and Enthusiast clear them on net lift.
Benchmark context: Published automotive norms are based primarily on in-market advertising exposure, while the ThinkNow study used controlled exposure to Autoproyecto branded content. Comparisons are therefore directional rather than like-for-like normative testing.
Sources: Nielsen Emerging Media Brand Lift (1,000+ U.S. campaigns across podcast, influencer and branded content); Ipsos/Polar Branded Content Study; Dynata Brand Lift norms; Brainlabs analysis of 46 Meta Brand Lift studies (225 campaigns); Criterion Global; CrowdAnswers Hispanic KPI framework.
Detailed findings · Q1
Unaided brand recall
Video-to-brand linkage was strong and consistent. Over 80% correctly named Toyota in every segment, and competitor confusion never exceeded 4%.
| Adventurer | Enthusiast | Explorer | |
|---|---|---|---|
| Toyota / RAV4 / stim — NET | 85% | 86% | 86% |
| Toyota RAV4 / RAV4 named | 58% | 61% | 54% |
| Toyota (brand only, no model) | 28% | 25% | 32% |
| Other brand (competitor confusion) | 4% | 3% | 4% |
| Unclear / don't know / no answer | 11% | 11% | 10% |
15%
“Woodland” named
Adventurer
14%
“GR / GR Sport” named
Explorer
6%
“Limited” named
Enthusiast
Q1. What brand/model was being advertised in the video? Base: Test respondents (n=250 per segment). Trim recall shows respondents who named the specific RAV4 edition they saw.
Detailed findings · Q2
The work earned its attention
Top-2-box agreement among Test respondents. The Explorer film holds a slight edge on most statements; the Enthusiast film trails slightly.
| Adventurer | Enthusiast | Explorer | |
|---|---|---|---|
| Makes the RAV4 feel more fun and exciting than expected | 78% | 72% | 78% |
| Feels fresh and original | 75% | 70% | 78% |
| Felt like useful information rather than advertising | 75% | 70% | 78% |
| Showed how the RAV4 can fit my lifestyle | 73% | 71% | 78% |
| Made me more likely to consider the RAV4 | 72% | 71% | 72% |
| Toyota understands Hispanic consumers like me | 69% | 69% | 72% |
| Increased my interest in learning more about the RAV4 | 71% | 68% | 71% |
| I would want to see more automotive videos like this | 68% | 68% | 72% |
| Showed Hispanic lifestyle in a way that felt real | 67% | 64% | 63% |
| The video speaks to me personally | 62% | 56% | 56% |
Q2. How well do each of the following describe this video? Top 2 Box (strongly + somewhat agree). Base: Test respondents (n=750 total). “Speaks to me personally” is the softest score everywhere — the clearest creative refinement opportunity.
Detailed findings · Q4
Familiarity: test vs. control
RAV4 was the only vehicle of the six tested to gain familiarity in all three segments. Nissan Rogue's familiarity fell 14 pts among Adventurers — the one clear case of the film displacing a specific competitor.
| Adventurer | Enthusiast | Explorer | |||||||
|---|---|---|---|---|---|---|---|---|---|
| Test | Ctrl | Diff | Test | Ctrl | Diff | Test | Ctrl | Diff | |
| Toyota RAV4 | 58% | 53% | +5 pts | 52% | 48% | +4 pts | 55% | 42% | +13 pts* |
| Honda CR-V | 48% | 51% | -3 pts | 46% | 46% | 0 | 43% | 42% | +1 pts |
| Nissan Rogue | 38% | 52% | -14 pts* | 38% | 39% | -1 pts | 41% | 39% | +2 pts |
| Kia Sportage | 34% | 35% | -1 pts | 36% | 33% | +3 pts | 31% | 24% | +7 pts |
| Hyundai Tucson | 36% | 39% | -3 pts | 30% | 31% | -1 pts | 33% | 30% | +3 pts |
| Chevrolet Equinox | 40% | 44% | -4 pts | 37% | 37% | 0 | 35% | 34% | +1 pts |
Q4. How familiar are you with each of these vehicles? Top 2 Box (know it very/fairly well). Base: n=250 test and n=250 control per segment. * = statistically significant at 95% confidence.
Detailed findings · Q6
Favorability: the hardest metric to move
Significant lift for the RAV4 among Adventurers (+12 pts) and Explorers (+9 pts). Favorability toward all five competitors softened — so once netted, all three segments show a double-digit relative lift, including Enthusiasts, where RAV4's own score looked flat.
| Adventurer | Enthusiast | Explorer | |||||||
|---|---|---|---|---|---|---|---|---|---|
| Test | Ctrl | Diff | Test | Ctrl | Diff | Test | Ctrl | Diff | |
| Toyota RAV4 | 75% | 63% | +12 pts* | 67% | 66% | +1 pts | 69% | 60% | +9 pts* |
| Honda CR-V | 58% | 60% | -2 pts | 56% | 62% | -6 pts | 59% | 65% | -6 pts |
| Nissan Rogue | 44% | 51% | -7 pts | 39% | 56% | -17 pts* | 45% | 54% | -9 pts* |
| Kia Sportage | 44% | 50% | -6 pts | 39% | 47% | -8 pts | 38% | 44% | -6 pts |
| Hyundai Tucson | 41% | 47% | -6 pts | 34% | 46% | -12 pts* | 38% | 44% | -6 pts |
| Chevrolet Equinox | 42% | 45% | -3 pts | 36% | 47% | -11 pts* | 35% | 40% | -5 pts |
| Competitor average | 46% | 51% | -5 pts | 41% | 52% | -11 pts* | 43% | 49% | -6 pts |
| RAV4 net of competitor average | +17 pts | +12 pts | +16 pts | ||||||
Q6. What is your general opinion of each vehicle? Top 2 Box (very + somewhat favorable). Net row = RAV4's movement minus the average movement of the five competitor SUVs in the same cell.
Detailed findings · Q7
Brand image: the fun SUV, proven
Explorers moved significantly on all ten statements. The biggest lifts landed exactly on the campaign's core messaging — fun, recreation, active lifestyle fit, and getting out to do more.
| Adventurer | Enthusiast | Explorer | |||||||
|---|---|---|---|---|---|---|---|---|---|
| Test | Ctrl | Diff | Test | Ctrl | Diff | Test | Ctrl | Diff | |
| Is fun to drive | 74% | 67% | +7 pts | 58% | 60% | -2 pts | 70% | 58% | +12 pts* |
| Makes experiences more fun | 73% | 66% | +7 pts | 61% | 61% | 0 | 72% | 59% | +13 pts* |
| Encourages me to seek out unique experiences | 72% | 64% | +8 pts | 57% | 56% | +1 pts | 66% | 53% | +13 pts* |
| Encourages me to get out and do more | 77% | 65% | +12 pts* | 60% | 58% | +2 pts | 67% | 57% | +10 pts* |
| Is made for recreational activities | 78% | 69% | +9 pts* | 68% | 69% | -1 pts | 75% | 61% | +14 pts* |
| Fits the way I want to live | 70% | 63% | +7 pts | 65% | 58% | +7 pts | 70% | 55% | +15 pts* |
| Fits the idea of Serious Fun | 70% | 62% | +8 pts | 60% | 53% | +7 pts | 67% | 56% | +11 pts* |
| Makes everyday activities feel more exciting | 72% | 64% | +8 pts | 63% | 59% | +4 pts | 67% | 54% | +13 pts* |
| Fits my lifestyle | 72% | 69% | +3 pts | 64% | 64% | 0 | 70% | 58% | +12 pts* |
| Right for people who like to explore and try new things | 76% | 68% | +8 pts | 66% | 66% | 0 | 74% | 62% | +12 pts* |
Q7. How well do each of the following describe the Toyota RAV4? Top 2 Box. Adventurers show the highest absolute levels; Enthusiasts are mostly flat apart from directional lifts on “Serious Fun” and “fits the way I want to live.”
Detailed findings · Q8
Model consideration
Consideration rose significantly among Explorers (+12 pts) and directionally among Adventurers, while consideration for every competitor SUV declined from control to test.
| Adventurer | Enthusiast | Explorer | |||||||
|---|---|---|---|---|---|---|---|---|---|
| Test | Ctrl | Diff | Test | Ctrl | Diff | Test | Ctrl | Diff | |
| Toyota RAV4 | 80% | 76% | +4 pts | 76% | 75% | +1 pts | 80% | 68% | +12 pts* |
| Honda CR-V | 59% | 67% | -8 pts | 62% | 68% | -6 pts | 63% | 67% | -4 pts |
| Chevrolet Equinox | 47% | 62% | -15 pts* | 47% | 62% | -15 pts* | 50% | 62% | -12 pts* |
| Kia Sportage | 49% | 57% | -8 pts | 46% | 57% | -15 pts* | 46% | 51% | -5 pts |
| Nissan Rogue | 49% | 56% | -7 pts | 43% | 53% | -8 pts | 47% | 50% | -3 pts |
| Hyundai Tucson | 42% | 54% | -12 pts* | 44% | 49% | -7 pts | 41% | 46% | -5 pts |
| Competitor average | 49% | 59% | -10 pts | 48% | 58% | -10 pts | 49% | 55% | -6 pts |
| RAV4 net of competitor average | +14 pts | +11 pts | +18 pts | ||||||
Q8. If you were in the market for a new vehicle, how likely would you be to consider each one? Top 2 Box (very + somewhat likely).
Detailed findings · Q9
The final pick
Forced choice among six SUVs. Exposure produced a highly significant shift in stated preference in all three segments, with the RAV4 taking roughly half of all picks.
| Adventurer | Enthusiast | Explorer | |||||||
|---|---|---|---|---|---|---|---|---|---|
| Test | Ctrl | Diff | Test | Ctrl | Diff | Test | Ctrl | Diff | |
| Toyota RAV4 | 53% | 32% | +21 pts* | 48% | 33% | +15 pts* | 52% | 27% | +25 pts* |
| Honda CR-V | 13% | 18% | -5 pts | 17% | 18% | -1 pts | 14% | 20% | -6 pts |
| Chevrolet Equinox | 10% | 16% | -6 pts | 11% | 14% | -3 pts | 10% | 14% | -4 pts |
| Kia Sportage | 12% | 12% | 0 | 8% | 14% | -6 pts | 10% | 16% | -6 pts |
| Nissan Rogue | 10% | 14% | -4 pts | 8% | 12% | -4 pts | 10% | 15% | -5 pts |
| Hyundai Tucson | 3% | 9% | -6 pts | 8% | 10% | -2 pts | 5% | 8% | -3 pts |
Q9. If you had to choose one of these vehicles for yourself, which one would it be? The Honda CR-V was a distant number two for all three segments.
Why they chose it
Brand trust, dependability and reputation remain the top drivers in both cells — but exposure shifted the reasoning toward the campaign's message: “seems fun to drive” and “feels modern” rose across all three segments, and visual appeal rose significantly among Explorers.
| Adventurer | Enthusiast | Explorer | |||||||
|---|---|---|---|---|---|---|---|---|---|
| Test | Ctrl | Diff | Test | Ctrl | Diff | Test | Ctrl | Diff | |
| It seems fun to drive | 35% | 24% | +11 pts | 45% | 33% | +12 pts | 38% | 29% | +9 pts |
| It feels modern | 42% | 35% | +7 pts | 43% | 37% | +6 pts | 39% | 26% | +13 pts |
| It is the most visually appealing | 28% | 29% | -1 pts | 36% | 32% | +4 pts | 39% | 24% | +15 pts* |
| It fits my lifestyle | 39% | 47% | -8 pts | 45% | 41% | +4 pts | 45% | 35% | +10 pts |
| It looks stylish | 44% | 39% | +5 pts | 42% | 37% | +5 pts | 41% | 38% | +3 pts |
| I trust the brand | 52% | 58% | -6 pts | 60% | 73% | -13 pts* | 55% | 63% | -8 pts |
| It feels dependable | 47% | 49% | -2 pts | 47% | 55% | -8 pts | 52% | 62% | -10 pts |
| It has a good reputation | 46% | 51% | -5 pts | 46% | 57% | -11 pts | 47% | 62% | -15 pts* |
Q9a. Why did you choose this vehicle? Base: respondents who picked the RAV4 (n=68–132 per cell). Declines on trust/dependability reflect a broader base of reasons being cited after exposure, not a loss of trust.
Detailed findings · Explorer cut
The GR film skews male on engagement — not on outcome
Men were significantly more likely to say the film speaks to them personally and to say they'd contact a dealer. That higher engagement did not translate into a consideration gap: women are just as likely to consider and to select the RAV4.
Video perception (T2B)
- Made me more likely to consider the RAV4
- Men 76%Women 68%
- Would want to see more videos like this
- Men 80%*Women 66%
- The video speaks to me personally
- Men 64%*Women 51%
Brand image (top box)
- Is fun to drive
- Men 41%Women 33%
- Makes experiences more fun
- Men 41%Women 33%
- Fits my lifestyle
- Men 40%Women 33%
Action intent (very likely)
- Visit or contact a Toyota dealer
- Men 30%*Women 19%
- Schedule a test drive
- Men 29%*Women 16%
Outcome
- Very favorable toward RAV4
- Men 42%Women 33%
- Would consider the RAV4
- Men 80%Women 79%
- Most likely to buy the RAV4
- Men 51%Women 52%
Explorer segment only, “GR” film. Base: men n=101, women n=148. * = significantly higher than women at 95% confidence.
FY27 RAV4 Launch RFP
Brief said. Study showed.
Mapping the campaign KPIs from the Hispanic RFP brief against what the research measured.
Increase Familiarity
▲ Exceeded benchmarkThe brief asked
Increase Familiarity as measured by Kantar MWB BLS (standard media) and partner custom BLS (custom content).
What we delivered
+13 pts significant lift among Explorers, plus directional gains in both other segments. RAV4 was the only one of six vehicles tested to gain familiarity everywhere.
Increase Opinion
▲ Exceeded benchmarkThe brief asked
Increase Opinion of the RAV4 across the Independent Spirits target.
What we delivered
Significant favorability lift among Adventurers (+12 pts) and Explorers (+9 pts); +12 to +17 pts net of competitor decline across the board.
Engagement
▲ Exceeded benchmarkThe brief asked
Effectively reach and generate engagement with the Independent Spirits target.
What we delivered
70%+ of test respondents in every segment said the content felt fresh, useful rather than advertising, and increased interest in the RAV4.
Show RAV4 as the fun SUV
▲ Exceeded benchmarkThe brief asked
GET Independent Spirits TO recognize RAV4 has been and always will be the fun SUV.
What we delivered
3 in 4 agree the videos make the RAV4 seem more fun and exciting than expected. Significant lifts on “fun to drive,” “makes experiences more fun” and “serious fun” among Explorers (+11–13 pts).
Give a nod to Hispanic culture
● DeliveredThe brief asked
Awareness ideas must give a nod to Hispanic culture and speak to a bicultural audience.
What we delivered
About 7 in 10 say the video made Toyota feel like a brand that understands Hispanic consumers like them. Personal relevance (58%) is the softest score and the clearest refinement opportunity.
Methodology & sample
How it was measured
Design
- Online survey, national coverage
- Test/control cell per segment
- Total sample n=1,500 (250 test + 250 control per segment)
- Offered in Spanish & English
- Fielded August 2026
Audience
- Self-identify as Hispanic
- Ages 25–44
- Speaks/understands Spanish
- Screened into the “Independent Spirit” segment
- Sub-segmented by a lifestyle-ranking question (S9)
Reading the lifts
Hispanic automotive-specific norms don't exist to benchmark against, so results are reported as lifts: control vs. test. Lifts are flagged as significant (95% confidence), directional, or net/relative — RAV4's movement against the average movement of the five competitor SUVs in the same cell. Throughout this report, red marks a decline.
Respondent profile
- Female / male
- 46–59% women across segments
- Average age
- 33–35 years old
- Parents of a child under 18
- 54–62%
- Average household income
- $58.6K – $62.6K
- Largest region
- South (36–45%)
- Spanish spoken at home (net + equally)
- 60–76%
- Took the survey in Spanish
- 9–20%
- Mexican origin or descent
- 47–54%
About the research partner
Think Now
A multicultural-first, full-service research partner built to measure what general-market approaches often miss.
Multicultural-first, purpose-built expertise
Unlike general-market firms, multicultural research is the core business — powered by a proprietary panel, culturally specialized researchers, bilingual moderators and decades of focused experience.
Full-service research partner
Designs, executes, analyzes and presents actionable insights end to end.
Multicultural brand expertise
Brand Health, U&A, Campaign Measurement, Concept Testing and Trackers built specifically for multicultural and Hispanic audiences.
High-quality, reliable data
Advanced fraud detection, respondent validation, bot filtering and continuous quality controls ensure trustworthy results.
Senior researchers lead every engagement
Clients work directly with experienced research professionals who design the study, oversee execution, analyze findings and present recommendations.
Consultative insights, not just reporting
Every study includes strategic implications and clear recommendations tailored to the client's business objectives.
Key brand metrics
- Awareness (Unaided, Aided, Ad Recall)
- Consideration & Usage
- Loyalty & Advocacy (NPS, Recommendation)
- Brand Equity & Perceptions (Attributes, Personality, Fit)
- Purchase Intent