KINTO Australia
Awareness to Impact: Generating 20 million impressions for KINTO Australia
KINTO is Australia's leading on-demand Toyota rental platform, flexible, paperless, and available nationwide.
Client: KINTO Australia
Industry: Mobility Services & Automotive
Speciality: On-demand vehicle access, flexible fleet solutions, business transport
Established: 2021
Team: Backed by Toyota Finance Australia Limited
Locations: Australia Wide
Partnership since: 2018
Origin
Since 2018, Red Herring Digital has partnered with KINTO Australia to scale their brand nationally. Originally launched as Oyo Car Share, their mission remains: flexible mobility across car share, rental and subscription.
Starting with a small fleet in Carlton, Melbourne, Oyo built a loyal base by championing the reliability of Toyota vehicles, then expanded into a hybrid fleet as demand grew. In 2021, the brand entered a new phase, globally rebranding to KINTO as part of its continued operation within Toyota Finance Australia, signalling a shift toward comprehensive mobility.
Today, KINTO operates nationally with over 250 locations across Australia, a strong city presence and continued growth in awareness and membership.
Strategy Roadmap
Brand Awareness Campaign
Red Herring Digital ran a geo-targeted campaign across multiple platforms to reach audiences in major Australian cities. Over eight weeks from December to February, the campaign outperformed key targets and significantly improved visibility and engagement.
High-Level Performance
The campaign delivered on a massive scale, exceeding engagement benchmarks across every target metric.
- Total Impressions: Over 19.7 million, nearly doubling the initial 10 million target.
- Total Reach: Successfully reached 4.2 million unique users.
- Strategic Media Mix: A $100,000 budget was optimised across Meta, Influencer Marketing, YouTube, and Spotify.
Channel insights & efficiency
Meta Ads
The primary driver for cost-effective reach. We achieved a CPM as low as $1.49, outperforming the Australian industry average of $6–$11.
YouTube
Earned 4.3 million impressions with a 95% interaction rate, holding high audience retention even on longer-form video assets.
Influencer Marketing
Working with 27 creators across 5 key segments generated nearly 200,000 views and directly correlated with spikes in organic search volume.
Spotify
Delivered 1.7 million impressions with a near-perfect ad completion rate of 98%.
Conversion & impact
Beyond awareness, the campaign had evident flow-on effects across performance. New users increased by 49%, with the majority coming from the targeted cities, and overall active users rose by more than 60% during the campaign period. That lift in traffic and engagement translated down the funnel, with website quotes increasing by 8.6% alongside a noticeable climb in both membership applications and new sign-ups.
Growth timeline
2018: Our partnership with KINTO Australia (formerly Oyo Car Share) commences.
2019 August: Oyo announces its upcoming launch as an innovative car-sharing service in Carlton.
2019 October: Oyo officially launches, and the app becomes available on the App Store.
2020: Two new car locations are added in Melbourne.
2021: Oyo transitions to KINTO as Toyota introduces the new brand in Australia, marking the official rebranding from Oyo to KINTO.
2023: We established KINTO’s first Australian brand guidelines document.
2024: We conducted a comprehensive market research analysis of the car-sharing and car-rental industries in Australia, as well as of local competitors.
December 2024 – February 2025: Delivered an 8-week geo-targeted brand awareness campaign across metro Melbourne, Sydney & Brisbane. Achieved over 19M+ impressions, reaching more than 4M+ users across digital and social channels
A long-term partnership
Our work with KINTO Australia goes well beyond campaign delivery. We partner closely with the broader Toyota Finance Australia team to achieve measurable growth across various businesses within the organisation. From brand awareness to conversion, our focus is clear-cut: to provide consistent performance and build long-term, scalable growth for Toyota Finance Australia.
Operating within a global organisation calls for rigorous standards across governance, reporting, and performance. We have consistently met these standards while delivering growth within a Toyota-backed business.
Client testimonial
“Red Herring Digital have been working alongside our team since the beginning. In our eight-year partnership, they’ve supported a full rebrand to align with Toyota’s global direction and played a key role in scaling KINTO Australia-wide. Their agility, can-do attitude, and quick turnaround have allowed us to maintain momentum. We look forward to continuing this partnership as we continue to expand KINTO Australia.”
Steve – Marketing Manager at KINTO Australia