Škoda

The Objective 

Škoda is one of the world’s most popular car manufacturers, but to engage new audiences, they knew only one platform could achieve the personal results they hoped for. With the hope of boosting awareness amongst a core demographic of 18+, the brand came to TikTok for an engaging Christmas campaign focused on inspiration and entertainment. 

The Solution 

Engaging younger audiences is tough for car brands, as traditional ads often don't resonate. Younger consumers value authenticity, snapworthy content, and experiences, making product-centric marketing less effective. With this in mind, Škoda worked together with PHD Media and NORD DDB to embody the challenge and produced Škoda Christmas Conversion Choir to engage their target group with a special festive message. 

Škoda prioritized crafting a cohesive narrative that maintained audience attention, and to ensure they captured every viewer, the creative was optimized with captions – allowing the creative to engage those watching with sound off, while still designing the experience for sound on.

A native-first approach meant that every piece of creative felt exactly as it should: a valuable, engaging video – not an ad. This helped drive engagement right from the start. And by blending best practices with bold storytelling, Škoda successfully created a campaign that resonated with users, maximizing both retention and impact across diverse viewing preferences.

The Results 

The Škoda campaign achieved a great reach within the younger demographic, with 50% of the total reach of individuals aged 18 to 24. 

Engagement (measured by likes, shares, and similar interactions) achieved an uplift of 13.07% compared to benchmarks set by previous Škoda campaigns, as did average time per video view – which saw an uplift of 16.55%. View-through rate was also up 0.17%. While this may initially appear modest, it signifies that over 10,000 individuals within the core target demographic engaged with the advertisement for an average duration of 44 seconds each. In addition, the cost per 1000 people reached saw a decrease of 387% over benchmark.

The campaign not only garnered attention but also stood out in a competitive digital landscape. Most notably, it spread joy and encapsulated the enchanting spirit of Christmas on TikTok, creating a heartwarming experience that resonated with the audience.