Allie Cochran
Social Media | Influencer Marketing
Influencer Management
In the fast-paced world of social media, leveraging influencers is key to expanding brand reach, particularly on TikTok. I manage all owned social influencer relationships for Toyota, overseeing the process from contracting to creative ideation, filming, and editing. Most recently, I developed and executed a TikTok creator program in partnership with Captiv8, engaging five creators to produce platform-specific content for Toyota USA’s TikTok channel.​
About: Capitalizing on Toyota’s activation at Overland Expo West for the Tacoma reveal, I collaborated with Pushing Pistons to create a TikTok featuring the all-new Trailhunter. I worked closely with event teams and VMaC to ensure he had dedicated time with the vehicle and received in-depth insights on its standout features—content that Toyota fans would appreciate.
About: Building on the success of Pushing Pistons’ content, I identified an opportunity to expand beyond the automotive space and bring in a creator who resonates with Toyota’s broader corporate audience. I recommended Corporate Natalie, known for her relatable workplace humor, and led the entire process—from contracting to production, filming, and editing. I worked closely with Natalie on creative direction, assisted on-site, and even handled edits to ensure a seamless and engaging project experience.
About: This video was one that recently launched from the FY24 TikTok Creator Program with Captiv8 that I led. As part of a strategic effort to align content with Toyota’s Community-Based Marketing Groups, we selected Claire Ballet to represent the State-Of-The-Art Savvy audience. Her sleek take on the "pre-drive ritual" with the Crown Signia resonated deeply with this demographic while maintaining an authentic, non-ad feel—ensuring the content felt natural to Toyota’s TikTok channel.
Earned Media Collaborations
A key part of my role on the Owned Social Team is collaborating with the Earned Media team to identify opportunities where we can extend their campaigns into Toyota USA’s social channels. I work to determine which creators from their campaigns best align with Toyota’s owned audience, then develop creative direction tailored to both the creator’s style and Toyota’s brand voice. I also coordinate closely with clients to ensure the content remains consistent with overall campaign messaging while feeling organic and engaging for social.
My passion for art direction is evident in my collaborative work with skilled photographers and videographers. Together, we craft compelling content for clients, blending clear creative direction with the freedom for innovative ideas to flourish.
During the Bridgerton Part One premiere, I noticed many brands joining the conversation with their own takes on the show’s aesthetic. Seeing an opportunity, I pitched a concept to clients featuring the Toyota Crown Signia as “Toyota’s Diamond of the Season.” Within a week, I fully developed the creative vision, secured the Fort Worth Botanical Gardens as the backdrop, and worked with a photographer and videographer to bring the concept to life—ensuring it was filmed, edited, and posted in time for the Part Two premiere. This included navigating client feedback and legal review, demonstrating how Toyota can effectively and swiftly tap into cultural moments.
As a key player in launching Toyota's TikTok presence, I've rapidly honed my skills in creating, filming, and editing social-first videos. My content has consistently resonated with audiences, resulting in multiple viral hits and driving account growth to over 950,000 followers. This success is a clear demonstration of my ability to craft engaging, platform-specific content that builds brand visibility and audience connection.​
As Toyota's Social Media Specialist, I blend my photography skills with marketing savvy to capture authentic moments during commercial shoots. I create engaging content that resonates with our audience, turning behind-the-scenes opportunities into scroll-stopping social media content.