SEVA

The objective

Collecting quality leads cost-effectively

SEVA is a digital platform streamlining the application process for car purchases and credit. Operated by PT Astra Auto Digital, they offer tools to help customers calculate vehicle prices, explore financing options, and assess their financial readiness to buy their dream car. SEVA also delivers added value to customers by publishing articles on relevant topics like car credit and information about cars on the market.

Seeking to broaden their pool of potential buyers, SEVA wanted to implement a lead generation strategy with dual objectives: to collect leads and find a cost-effective way to do so. They turned to TikTok, whose massive reach would unlock new audiences for the car marketplace platform.

SEVA also knew that TikTok campaigns recorded improved performance over time and proved effective in generating quality leads.

The solution

A Smart+ Lead Generation campaign that gave SEVA the automation advantage

TikTok’s Smart+ campaigns are a suite of AI-driven ad solutions designed for different performance goals, such as optimizing costs for lead generation efforts. SEVA decided to explore Smart+ Lead Generation and see how it would fare against a custom campaign if both used the same creative assets.

SEVA created video ads targeting four segments: blue-collar, white-collar, housewife, and merchant. The videos, all in Bahasa Indonesia, showed relatable everyday scenarios where a car would offer an easier, more comfortable way to get around. One clip featured a stay-at-home mother complaining about how tough it was to shop for groceries using a motorbike, especially with two children in tow. In another ad, a man on a motorbike pulled over to shake water from his hair after getting caught in the rain.

In the videos, the motorbike riders came across a SEVA brand ambassador who first emphasized the practical perks of car ownership in their unique situations. He then mentioned how SEVA could help them find a car within their budget. All ads had the key message #UdahSaatnyaPunyaMobil, which translated to “It’s time to own a car.”

Using the Maximum Delivery bidding strategy, SEVA executed a campaign-level split test between a manual campaign and a Smart+ Lead Generation campaign. Both campaigns were new for a clean comparison, and they employed the same set of videos.

SEVA attached a TikTok Instant Form to their video ads. This enabled them to capture leads while maintaining an in-app experience for potential buyers. The car marketplace used the Question Card template, which guided users through the form, one click and one question at a time. SEVA’s Instant Form attracted leads with a welcome page highlighting that buying a car with them provided extra benefits for customers.

The split test ran for 27 days, an optimal duration for yielding reliable results. With this campaign length, SEVA collected effective leads and clearly identified the benefits of adopting a Smart+ solution.

The results

Unlocking significant cost savings on leads

Across multiple metrics, Smart+ Lead Generation emerged as the clear winner in SEVA’s split test. The Smart+ campaign increased lead volume by 2.3x while reducing cost per lead by a remarkable 57%. SEVA also saw an impressive boost in conversions from clicks, with the Smart+ campaign driving a 30% uplift in conversion rate.

SEVA’s lead generation campaign demonstrated how TikTok’s Smart+ solutions can help businesses optimize their spend and achieve better ad performance.