2024: BYD's year on TikTok

The Objective

From global innovation to local impact

Since its creation in 1994, BYD has always sought for innovation and expansion. A brand that started as battery manufacturer, is now part of a diversified business field that includes rail transportation, new energies, technology and, of course, zero-emission cars designed to reduce the dependence on fossil fuels and to build a greener world.

BYD arrived in Mexico in 2023 and, loyal to its innovation philosophy, it set a clear objective of being at the forefront of the industry, before other Eastern and Western brands. To do so, it looked for a commercial and strategic alliance with TikTok.

The Solution

Building the story TikTok x BYD

While they had material sent by the global team that complied with the brand’s specs, tone, manner and communication, it was not enough to generate the expected impact; additionally, BYD did not have an internal team dedicated to video creation and edition exclusively for the platform. This was a happy problem for TikTok, who had the exact solution for this need: TikTok Creative Exchange (TTCX). Thanks to TTCX, the materials were created from scratch and the material from the global team was edited. This was also made possible thanks to the partnership with agencies VKNG, Troop, and Creemy.

So as to keep its presence in TikTok throughout 2024 and cover different marketing objectives, BYD did not focus solely on the high impact solutions and positions Top View and Top Feed, but it put them together with campaigns for Lead Generation, Video Views, Reach and Traffic, depending on the need of each car model.

Nevertheless, the brand wanted to go beyond when it came to innovation and it managed to be the first automotive brand on TikTok Mexico to use beta solutions, such as:

• Top View + Countdown Sticker.

• Top View + Pop-out Showcase.

• Top View + Story Selection.

• Top View + Shaker.

• Community Interaction to LIVE.

• Instant Messaging Ads.

Also, because of its official sponsorship of the Copa America, in June 2024 it launched the first Branded Mission of the industry, called #BuildYourDance, which invited TikTok users to be part of a juggling challenge, along with content creators Ara y Fer.

The Results

Engagement that moves

The acceptance of the challenge, as well as the user participation, translated into great success at each stage of the mission, making it cohesive from beginning to end and achieving the following results, according to the BLS (Brand Lift Study):

• Ad Recall: +3.6%

• Awareness: +3.3% (norm 1.5%)

• Keyword Association: +4.6% (norm 0.8%)

Additionally, these results were obtained:

• 199 users generated at least one video.

• 248 videos generated by users with the hashtag #BuildYourDance.

• 104.9 million views of user generated (UGC).

• 2.3 million engagement actions (shares, likes and comments).

• 2.24% Engagement Rate organically obtained from people who watched the content of other users.

Sources:

1. TikTok Ads Manager & TikTok Reservation Ads Platform.

2. TikTok Marketing Science Mexico, BLS Study, Junio 2024.