OcasionPlus

The objective

Increasing potential buyers for a leading used car dealership in Spain

OcasionPlus are one of the leading car dealerships across all of Spain, with over 100 centers nationwide offering buying and selling of used cars, along with a range of services to enhance ease and experience for the customer. They are the leader in year-over-year growth in the used vehicle buying and selling market, carrying out more than 80,000 sales and purchase transactions per year with a turnover of €700 million.

On TikTok, @ocasionplus.com has grown an engaged audience of over 25K followers through regularly sharing content which shows off the cars in their dealerships, as well as authentic content which shares the process and customer experience of buying and selling cars with OcasionPlus.

Having advertised on TikTok before, the car dealership worked with the digital marketing agency Marketalia to launch a campaign with the objective of raising website traffic and driving leads for potential buyers of their cars.

The solution

Leveraging an ad format specifically designed for the automotive sector

The key driver of this campaign was TikTok Automotive Ads, a catalogue-based advertising format created specifically for automotive advertisers, addressing the unique challenges faced in this sector: lengthy buyer journeys, the need for highly personalised marketing, and maintaining engagement across various digital touchpoints.

By using this tailored ad format, OcasionPlus were able to benefit from an automated campaign that targeted users specifically with the cars most relevant to them, a focused targeting approach with a highly personalised user experience.

The content delivered in the campaign focused on informative and product features, allowing the targeting capabilities of the ad format to do the hard work, while delivering clear messaging to the most relevant users.

This strategy supported their key goal of increasing clicks for traffic and registrations for conversions.

The results

Increasing sales through innovative advertising tools

This new advertising format proved to be highly successful for the automotive dealership, greatly improving campaign performance and efficiency.

With more than 19 million additional engagements to active campaigns, 32,000 site visits, and 1,000 new leads, the campaign created a significant spike for OcasionPlus, along with valuable insights to carry into their next campaign.

They also gained key learnings from the campaign, such as the importance of vehicle image quality, which they will apply to future marketing efforts.

OcasionPlus noted: "This new TikTok tool has proven to be a killer app for the automotive market, improving the performance of our campaigns."

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.