Nissan Colombia

The objective

Launching Nissan Colombia on TikTok

Nissan, a popular global automotive brand was looking to establish itself in the Colombian market with younger audiences. For their new campaign, they focused on amplifying their positioning as a techy, fun and courageous brand that generates excitement among their customers. To position this initiative with younger audiences, Nissan reached out to TikTok, with their ability to both reach new users, but also to create this connection to joy.

The Nissan Colombia team looked to truly engage with the TikTok audiences. To achieve this, the team looked at a full funnel campaign that informed, engaged, and converted their users.

The solution

Aligning goals with a curated strategy for each phase

To achieve an impactful campaign launch, Nissan Colombia implemented a Top View placement ad to reach the highest volume of audiences. This ad communicated the technological and humanitarian qualities of the brand, introducing this positioning to TikTok users.

The second phase focused on engagement and lead generation. To create engaging TikTok-style content, Nissan Colombia turned to creators, the experts within their communities. Focusing on different interest segments along with remarketing of their Top View audiences, they created short-form videos that developed upon their positioning, with an entertaining twist. To further the interaction, Nissan used superlike interactive plug-ins to incite action from the audience.

Once the leads were captured, a final conversion-focused phase was implemented. Using remarketing of the previous phases, in-feed ads were implemented along with display cards. Nissan Colombia strategically targeted these ads to the audiences closest to conversion and with high community creation.

The result

Fueling success for each of the stages

Nissan experienced positive results at all stages of their activation. With the awareness phase, they reached over 18 million TikTok users, with a completed VTR that was 22% above the market benchmark. To generate leads and engagement, the creators were key. The cost per impression dropped by 56% vs benchmarks.

Finally, Nissan Colombia saw business success. For this campaign, they saw an impressive 3.6x ROAS. This is especially significant for such a high price point item, within their first activation on the platform.

Overall, Nissan Colombia saw that having a strong approach, with dedicated creatives and goals at each stage of the ad funnel, generated results and fueled success within the following stages.