SEAT

The Objective

Car manufacturer SEAT is known the world over, being one of the largest producers of cars in Europe. The brand came to TikTok to tell the story of the SEAT brand and SEAT MÓ, a division dedicated to electric and connected solutions for urban micro-mobility. 

The Solution

SEAT used one of TikTok's hottest new ad formats, Spark Ads. Spark Ads deliver authenticity, brand love and genuine engagement combined with precision targeting. 

SEAT collaborated with chef-creator @rafael.nistor whose attitude portrays many similarities to SEAT's core values. Together, they made three different videos to represent the Seat Leon e-HYBRID, the push scooter and the electric scooter. Each paired with a different recipe Rafael would make on camera to share with the community. The creatives also shared key messages on sustainability, ease of use of the MÓ range in an urban area, design and technology.

The creative also used the interactive Superlike feature and was optimised by mixing a One Day Max In-Feed Ad, a solution that helps to capitalize attention on the brand by talking to the entire TikTok community, with Reach & Frequency objective. With Reach & Frequency, advertisers can choose either to target a higher volume of users with extended reach, or more impressions from the same number of users with higher frequency. Our system will then make a prediction about how many users can be reached within a given budget according to the budget or impression goal, audience targeting, and frequency setting. 

The Results

The overall campaign well exceeded benchmarks, drawing in over 18.7 million video views, of which 6.14% were fully completed. Considering some of the creatives were over 45 seconds long, it's an outstanding result. Overall the campaign achieved an impressive 3.55% engagement rate too, showing that the community engaged at electric speed. The best performer content registered extraordinary results with a peak of 13.48% completed views and 6.83% engagement rate.