TMHA acquired Huski and needed to transition their social pages and loyal audience to the new Toyota Takeuchi brand, while competing against an aggressive push from a rival company. The core challenge was reassuring a change-averse, long-standing customer base that the transition was a genuine upgrade.

I worked with the DO STORY to develop a 3-6 month social strategy that reframed the acquisition as a benefit: combining 30 years of Huski's earthmoving expertise with Toyota's reputation for reliability and aftercare, positioning the brand against their competitors through audience-first content rather than competing on promotional volume alone.