Hyundai

The objective

Driving innovation with Hyundai’s IONIQ Configurator

Hyundai is a trailblazing global automobile manufacturer at the forefront of technological innovation. Rooted in its commitment to innovation – through human connection – Hyundai launched TikTok’s first-ever auto configurator to minimize the disparity between a social media ad from Hyundai and the brick-and-mortar dealership experience.

With TikTok’s highly engaged audience seeking creative and interactive experiences, the platform provided the ideal channel to connect with high-intent buyers and Hyundai enthusiasts in a fresh, engaging way.

The solution

Reimagining automotive advertising with a fun & TikTok-first configuration experience

Hyundai’s primary goal was to highlight the customizable and innovative features of its EV lineup through an interactive journey. The campaign’s centerpiece was a first-to-market configurator tool with a custom landing page experience that allowed consumers to personalize their ideal EV in real time within TikTok’s walls.

Dynamic transitions and clear calls to action directed consumers through the configurator tool, where they were able to customize their vehicle and interact with features to maximize interactions.

The campaign utilized TikTok’s Lead Generation and Traffic objectives to optimize for engagement within the configurator and drive clicks to the configurator site.

Preliminary outcomes showed that Lead Generation campaigns had:

• Increased dwell time: Users spent significant time interacting with the configurator.

• Enhanced engagement rates: Interactive creative elements encouraged users to drive to the configurator site.

• Exponentially more completed configurations: Users targeted by the Lead Generation campaign finished the configuration process, setting up their future IONIQ model.

The campaign underscored TikTok’s ability to collaborate with advertisers to deliver custom solutions and support brands in achieving their goals through engaging and innovative experiences.

The results

Maximizing engagement and optimizing cost efficiency

Hyundai's Lead Generation configurator campaign was a huge success, driving incredible engagement and participation within the configurator, leading to thousands of completed configurations and high ROI efficacy for Hyundai. In total, the campaign drove:

• 3,040% higher completed configurations than the Traffic campaign.

• 98.2% more efficient in-configurator actions than the Traffic campaign.

• 98.73% more efficient completed configurations than the Traffic campaign.

Coming off of the success of this activation, Hyundai is looking to continue running the configurator QoQ in an always-on capacity and eventually build out additional nameplates from their EV suite of vehicles.

* Translates to a completed configuration of the IONIQ 5 or 6