Latest news with #JessicaHiggs

Motor 1

‘I Can't Stop Crying:' Woman is Desperate for a New Car. Then She Gets an Email with a Shocking Offer

Every day for more than two months, a determined TikTokker in need of a 'new to me' car for her family has propped up her phone, pressed record, and spoken into the void about her worn-out Toyota hatchback. The viral videos have captured the attention of one of the world's leading automakers. Now the Dalton, Georgia, mother is working to get keys in hand. Get the best news, reviews, columns, and more delivered straight to your inbox, daily. back Sign up For more information, read our Privacy Policy and Terms of Use . Creator Jessica Higgs ( @jessicahiggs3 ) has been candid and open for more than 70 daily posts, letting the world know that her well-aged ride with a hole in the floorboard isn't a reliable option for her family. The posts routinely get over 100,000 views, and in a recent clip , she cried tears of joy over receiving a response. The Toyota Response: What It Really Means Higgs recently sent Toyota an offer to work for them in exchange for a vehicle, she says. She specifically offered to work with the carmaker to give away $10,000. The email Higgs received wasn't a set of keys or a signed sponsorship contract, however. She says it came from an executive office administrator who acknowledged her proposal, confirmed it was being reviewed, and asked for two more business days before delivering a decision. More on Toyota Can the Honda Passport TrailSport Keep Up With the Toyota 4Runner? The Toyota GR86 Hakone Is for the Purist on a Budget: Video Review In the high-speed world of corporate communications, even a polite 'not yet' can feel like a sign of hope. 'I'm crying, because they could have easily declined my proposal. Instead of her sending a denied letter, she said that she needs two more business days and I'm gonna take that as a win,' she says. 'I'm gonna take that as there's still a chance.' Toyota has a long history of carefully managing customer-facing interactions. Major automakers are typically cautious about one-off giveaways or sponsorships, not just because of cost, but because such gestures set precedents and can invite a flood of similar requests. Even when they want to help, corporate policy often dictates that goodwill is routed through established community outreach programs, dealership-level initiatives, or marketing campaigns rather than ad-hoc influencer arrangements. That's more or less what happened in Higgs' case. A few days after the email, she posted a follow-up video explaining that Toyota couldn't offer a direct collaboration. Instead, they pointed her toward other departments and programs that might help her secure a used vehicle. Higgs' quest for a new car continues. TikTok, Car Culture, and the Power of Persistence Higgs' approach of posting a personal update every day until the right person notices is straight out of the modern TikTok playbook. The app's algorithm rewards consistency and niche storytelling, and audiences often engage with creators who are authentic about their challenges. For car enthusiasts, the appeal is twofold: There's the mechanical intrigue of an aging, battle-scarred ride, and there's the human side of someone determined to keep their family safe and mobile. While traditional auto marketing still leans heavily on polished ads and celebrity endorsements , TikTok has become a powerful tool for connecting with younger buyers and everyday drivers alike. A 2024 report from social agency Goat found that automotive brands on TikTok see higher engagement when they highlight fan stories, behind-the-scenes content, and relatable ownership experiences, rather than purely promotional messaging. Toyota, like many major brands, maintains an official TikTok presence, but its content focuses more on heritage, model spotlights, and lifestyle branding than on spontaneous creator collaborations. That's what makes Higgs' campaign stand out: It's an unscripted grassroots pitch to a global company, built on the idea that determination, relatability, and a bit of virality might break through the corporate firewall. There's precedent for social media stories turning into automotive fairy tales, and cautionary tales as well. In early 2024, BMW appeared to promise a car to viral TikToker Reesa Teesa after her months-long video saga went mainstream. But according to The Wall Street Journal, the arrangement fell apart amid miscommunication between the automaker's marketing and PR teams. Other brands have embraced the opportunity. In one widely shared example outside the auto industry, Stanley gifted a new car to a TikTok user after her Stanley Quencher tumbler survived a vehicle fire, a clever twist that tied product durability to human resilience and generated massive goodwill. In the automotive world, local dealerships have occasionally stepped in to upgrade or replace a customer's vehicle after their story gained traction online or in local media, creating a halo effect for both the dealer and the brand. These examples underline the double-edged nature of social-media-driven outreach. When done right, they can humanize a brand, inspire loyalty, and generate the kind of viral attention money can't buy. When handled poorly or left unresolved, they risk alienating the very audience the brand hoped to reach. For Higgs, Toyota's reply may not have been the cinematic ending her followers were hoping for. But in the crowded world of TikTok, where campaigns come and go in a flash, she's already accomplished something rare: she got one of the world's largest automakers to notice, respond, and engage—and she brought thousands of strangers along for the ride. Motor1 reached out to Higgs via direct message. We'll update this if she responds. More From Motor1 'We Don't See These:' Car Dealer Surprised to See Toyota Traded In. Here's Why It's One of the Most 'Sought After' Cars Can the Honda Passport TrailSport Keep Up With the Toyota 4Runner? The Best New Cars Coming Out in 2026 'This Happens All the Time to Customers:' Man Buys Brand-New Toyota 7 Months Ago. Now He Says the Warranty's Been Voided Share this Story Facebook X LinkedIn Flipboard Reddit WhatsApp E-Mail Got a tip for us? Email: tips@ Join the conversation ( )