Mastering Social Media at Saatchi & Saatchi: Sam Vander Forest on Digital Strategy and Creative Innovation

In this episode of Just Fix It In Post!, Sean Rice sits down with Sam Vander Forest, social media manager at Saatchi & Saatchi, where he helps oversee the digital presence of Toyota U.S.A. Sam shares his journey from a journalism graduate to a key figure shaping Toyota's social media strategies across platforms like TikTok, Instagram, and Facebook. With five years at Saatchi, Sam discusses how social media has evolved within the advertising industry and how brands, including Toyota, are adapting to platforms where authenticity, speed, and creative flexibility matter more than ever.

Sam dives into the ideation process behind launching social media campaigns, including how his team developed the creative strategy for Toyota's vehicle launches on TikTok, making it one of the fastest-growing automotive brands on the platform. He also opens up about the challenges of helping manage a small but mighty team, working with influencers and creators, and balancing traditional brand standards with the fast-paced, ever-changing world of social media. From iPhone-shot videos to TikTok creator collaborations, Sam highlights how social content is created, executed, and evaluated, offering valuable insights for anyone navigating the digital advertising landscape.

In bonus "Chit Chat," Sam discusses how companies are shifting ad dollars toward micro-influencers and everyday creators to reach targeted audiences authentically. Sean highlights Publicis Group's acquisition of Influential and explores the data-driven strategies reshaping ad spending, examining what these changes mean for creatives aiming to stay relevant in a rapidly evolving industry.

Sam Vander Forest Sites

LinkedIn: https://www.linkedin.com/in/sam-vander-forest/

Instagram: https://www.instagram.com/vanderforest4

Works Discussed In Episode

Pushing Pistons: https://www.youtube.com/watch?v=2TkQ5UA2iaY

Partnerships with Huff https://pressroom.toyota.com/huf-x-land-cruiser-channels-70-years-of-off-road-innovation/

Huckberry https://huckberry.com/store/huckberry-x-tacoma

AI for Toyota Canada for social - https://www.saatchi.ca/work/sneakers-ai

At&t Spokes Person: https://www.nickiswift.com/1546749/actress-lily-att-commercials-sad-truth/

Original Hot Hatch tweet we put out: https://x.com/Toyota/status/1222989238679089167

GR Corolla Detective: https://www.instagram.com/reel/CbuxX5mjqDM/

One of the final “video easter eggs” for GR Corolla: https://www.instagram.com/reel/CYCXMP8Bop7/

And here are a few links to some of the original, early easter egg posts for that campaign:

a. https://www.instagram.com/p/CW_VuA7hmvg/

b. https://www.instagram.com/p/CVf-8GuA18L/

c. https://www.instagram.com/p/CG5MTv4nmEv/

d. https://www.instagram.com/p/CFvXCy7H0fA/

Bonus Chit Chat Links

Influential: https://influential.co

Arm & Hammer Facebook Ad: https://www.facebook.com/reel/3968098100181704

Arm & Hammer Deep Clean Hashtag: https://www.instagram.com/explore/search/keyword/?q=%23ahdeepclean

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