Hyundai

The objective

Driving towards a younger demographic

Hyundai Canada, known for combining quality, durability and reliability in the competitive automotive landscape, was looking to shift gears with an innovative campaign for their subcompact SUV, the KONA. As a leader in innovative car solutions that appeal to young professionals, small families, and eco-conscious Canadians, Hyundai aimed to sustain the post-launch buzz, captivating a younger, tech-enthused demographic while steering clear of conventional auto advertising routes. 

The solution

Maximizing exposure with creators and dynamic ads

Utilizing a mix of TikTok’s dynamic ad solutions including TopView and Pulse, Hyundai leveraged creative storytelling with a twist. The campaign kicked off with a TopView on Canada Day to maximize exposure and capture high-impact visibility. Throughout August, the Pulse campaign kept up the momentum with expanded reach, targeting tailored audiences with precision. 

Additionally, the campaign broke the mold by partnering with eclectic, non-traditional auto creators to spark genuine engagement. This distinct approach to creator partnerships helped to amplify reach to a broader, diverse audience, beyond just auto enthusiasts. The creator @engineezy, crafted unique content featuring innovative concepts such as a 3D printed hand console protector and a giant bubble machine from the KONA vehicle, aimed at boosting watch times and interaction rates. Meanwhile, other creators like the @thereelcoach helped highlight the KONA’s modern appeal and technological sophistication, making it relatable to a lifestyle-focused audience.

The results

Revving up upper-funnel success

Hyundai’s KONA campaign not only delivered remarkable results, but amplified the KONA’s market presence and reinforced it as a versatile, desirable SUV for young audiences. With an impressive 7.4M+ video views, the campaign successfully captured attention, resulting in above average watch times for creator content. Hyundai’s innovative use of non-typical auto creators on TikTok successfully connected new audiences with the KONA, driving impressive engagement with an 11% higher CTR and 31.8% higher VTR vs. benchmarks.

The content also excelled organically, with 308K views that exceeded engagement projections, affirming the content’s resonance with the target audience. The campaign’s success lays a robust foundation for future creative endeavors on TikTok, promising more exciting roads ahead!