In America, driving a minivan has come to mean one thing: you’ve given up. That stigma has been quietly hurting minivan sales for years. So, when Kylie Kelce, America’s coolest and most brutally honest mom, told the world she needed a bigger car, the internet had one request. Anything but a minivan. 

We could have paid Kylie to say she loves minivans. We didn’t. We decided to earn her approval with a test drive. And asked her to do the thing she’s most known for…being honest. This ignited a social media frenzy around minivans. And as Kylie started falling for Sienna, America’s opinion on minivans changed as well. 

The culture followed her lead. Our campaign became Toyota’s most-viewed reel ever, with 11.8M views, 500K+ engagements, and $5M in earned media. Sienna sales rose 35%, leading to a nine-month waitlist for the 2026 model, proof that we didn’t just change Kylie’s mind, we changed the stigma of the minivan.