Nio
Nio accelerates brand consideration with TikTok Market Scope and Brand Consideration Ads
The objective
The consideration challenge
Nio made its commercial debut in the Brazilian market in June 2025 with the following challenge: to introduce itself and become a known brand in the cities where it operates.
Since its first months of operation, the brand focused on generating awareness. TikTok was one of the channels chosen not only to pursue this objective, but also to reinforce the association between the brand and the concepts of lightness and market leadership by launching new fiber internet plans with fixed pricing until January 2028.
But after reaching a large part of its target audience, the brand realized it could take another step forward, which changed the challenge. How could they deepen their relationship with the people who were already considering their products? The answer was to explore a new stage of the funnel: the middle.
The solution
A new path for the sales funnel
In the last quarter of 2025, Nio made two important strategic changes working the agency Convert. First, they stopped looking only at last-click attribution, which may not reflect the real impact of TikTok and other video-based platforms, and began to also track assisted conversions using their network's own Attribution Analytics. This provided a clearer view of the customer journey, helping to track how the conversions were being influenced by the platform on the company's website.
In the meantime, Nio dove headfirst into a consideration strategy. To do so, they adopted TikTok Market Scope and activated Brand Consideration Ads, setting up a test to validate their approach: a Multi-cell Brand Lift Study that compared the brand's standard strategy (BAU, or business-as-usual, in jargon) with a new one that added Consideration Ads to BAU.
But wait! Let's pause here for a moment… Are you familiar with TikTok Market Scope (TTMS) and Brand Consideration Ads? If not, it's important to contextualize them: our TTMS is an analytics platform that identifies what stage of the journey your audience is at. It provides data and insights broken down by stage, from awareness to conversion, including consideration. This makes it clear what influences each stage of the funnel and helps you prioritize (and reach) audiences with the highest intent.
Along with TTMS came Brand Consideration Ads, a new campaign objective in TikTok Ads Manager for you to grow those consideration audiences and drive future conversions.
Consideration audiences constitute people who are ready to move forward in the purchase journey: those in this stage have a conversion rate 16x higher than those in the awareness stage. (1) In addition, by increasing this audience, brands can see greater lifts in brand metrics: up to 4x in affinity, 3x in favorability, and 3x in the perception that the brand is trendsetting and unique. (2)The campaign then featured a solution mix to cover the entire journey:
Upper funnel: Top Feed purchased through Reach & Frequency and In-Feed Ads purchased through auction, to ensure good coverage and an ad frequency higher than 2.
Mid funnel: Brand Consideration Ads to increase the consideration audience.
Lower funnel: Web conversion ads designed to redirect interested people to the company's website, where they could sign up for a Nio fiber internet plan.
Content: Made by creators and talent recruited with the help of TikTok Creative Exchange partners.
Nothing was chosen by chance. We have already explained the rationale behind Brand Consideration Ads, but all other solutions were defined according to Nio's insights from both Attribution Analytics and the five Brand Lift Studies that had been conducted here at TikTok since their launch. The brand may have been new, but it wasn't here to mess around: they wanted to stand out in a highly competitive market.
The results
From newcomer to well-known brand
The Multi-cell Brand Lift Study from December left no room for doubt: the new strategy was a success. While the cell that maintained only the standard strategy (BAU) did not move any brand metrics, the campaign with Brand Consideration Ads brought the following improvements:
+4.8 points incremental increase in ad recall.
+4.3 points growth in message association.
Directional increases of +2.0 percentage points in both favorability and purchase intent—the first lifts in these metrics since the brand launched on TikTok.
Brand Consideration Ads have also proven to be an effective tool for moving audiences from awareness to consideration stage. Most of the new audience came from these ads, which showed the solution's ability to warm up an already impacted audience and prepare them for conversion.
Sendo uma marca nova, nosso maior desafio foi transformar awareness em consideração. Com o TikTok Market Scope e os Brand Consideration Ads, alcançamos lifts significativos em métricas-chave de marca, como lembrança de anúncio e associação de mensagem, além de ganhos iniciais em favorabilidade e intenção de compra. Essa abordagem comprovou a capacidade do TikTok de gerar impacto não só no topo ou na base, mas em todo o funil.
Coincidentally, the test period was also when the brand accumulated the fewest views, having only the third-highest 6-second VTR in the campaign's 6-month run. The assertiveness of the strategy, with an added layer of consideration to move the audience down the funnel, not only built momentum, but also proved to be more important than that.
Now, Nio plans to continue investing in this full funnel approach by going beyond awareness and using Brand Consideration Ads to accelerate consideration and build up solid, sustainable results.
Sources: (1) TikTok Market Scope Analysis, SEA, Feb-Mar 2025 (2) TikTok Marketing Science and Market Scope, Project Equinox LATAM validation: TTMS & Kantar Ad Effectiveness + MDS Studies, LATAM, 29 cases from Jul-Sep 2025