Geely Italia
A strategic TikTok One campaign driving outstanding brand awareness
The objective
Building community and leads for a fast-growing automotive manufacturer
Geely is a global automotive brand with big ambitions. Now expanding across Europe, the brand is bringing its innovative cars to new markets, including the recent launch of Geely Italia.
Active in the automotive space since 1997, Geely is known for innovation. With a diverse portfolio of brands, Geely covers the full journey from design and production to electric mobility, smart technology, and connected driving.
On TikTok, @geely.italia focuses on platform-native content that feels natural and engaging. The strategy brings together product storytelling, driving experiences, and innovation, alongside lifestyle and entertainment content that helps the brand connect with the TikTok community.
Collaboration plays a central role in this approach. By working with creators, like Davide Cuelli on their most recent campaign, Geely brought fresh perspectives to its content and built stronger connections with its audience.
Partnering with Social & Impact (Luca La Mesa), Geely Italia launched a campaign focused on lead generation, community interaction, reach, and video views.
The solution
Leveraging creator tools for maximum impact
To build awareness, the brand used a mix of TikTok solutions with broad targeting to maximise reach, focusing on men in Italy aged 18–55.
Alongside Smart+, TikTok’s AI-powered campaign solution, Geely focused on lead generation. However, the main driver of performance was an authentic, creator-led content strategy powered by TikTok One.
TikTok One brings creators, brands, and advertisers together in a single collaborative ecosystem. With access to Creative Center insights, Creator Marketplace partnerships, and Creative Exchange production solutions, the platform helps businesses to build high-impact campaigns and unlock new growth opportunities with TikTok.
Using the TikTok One library, Geely discovered and partnered with creators aligned with the brand, including Davide Cuelli, who played a key role in the campaign. This made it easier to access platform-native formats and integrate creator content naturally into the media plan, increasing relevance and engagement.
The collaboration with Davide Cuelli allowed Geely to test engaging formats that supported both awareness and lead generation. By speaking the native language of TikTok and avoiding overly promotional content, the brand built a more genuine connection with its audience.
The campaign content combined product information with light entertainment, also highlighting the main features of the vehicle, with a specific focus on the lifetime warranty promotion. This approach helped bridge the gap between interest and action, effectively supporting lead generation campaigns.
Rather than using traditional split testing, the campaign ran a learning comparison between two lead generation approaches within Smart+. Leads from an external landing page were compared with leads from TikTok Instant Forms, with results showing a lower cost per lead from Instant Forms.
The results
Outstanding brand awareness driven by creator content, made possible with innovative collaboration tools
The campaign delivered strong results for awareness, generating 12 million impressions while remaining highly cost-effective against brand objectives. Performance was efficient, with a CPM of €3.85 and a cost per lead of €9.20.
Beyond these results, the campaign had a wider impact on how Geely was perceived in the market. TikTok played an important role in establishing the brand as modern, innovative, and credible from the early stages of its launch in Italy, helping to build awareness and trust quickly among new audiences.
Creator-led content, particularly from Davide Cuelli, was central to communicating the lifetime warranty offer for the first 1,000 customers. This milestone was reached during the TikTok campaign period, demonstrating the platform’s direct contribution to a key commercial objective.
Overall, the activity delivered more than performance metrics alone. It supported Geely’s broader ambition of positioning itself as an innovative and accessible new player in electric mobility in Italy.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
We are extremely proud of the results achieved through our TikTok campaigns. In just a few months, the platform proved to be a strong driver not only for building awareness and engagement, but also for delivering tangible business results. TikTok helped us introduce Geely to the Italian market in an authentic and effective way, through native formats, creator-led content, and a solid, data-driven full-funnel approach. The close collaboration with the TikTok team accelerated brand growth and supported the achievement of key commercial objectives in a very short time. These results reinforce Geely’s positioning as an innovative and forward-looking brand, confirming TikTok as a strategic partner capable of combining brand building with performance.