Volvo

The objective

Sustainability concerns drive interest in EVs

Consumers in Thailand are becoming more environmentally conscious and are looking for options that may be more sustainable and better for the planet. There’s been an increased interest in electric vehicles (EVs) in the country, and car brands like Volvo are stepping up to meet that demand.

In Thailand, Volvo wanted to promote its new electric SUV, the Volvo EX30, on TikTok. They were looking to leverage TikTok’s ad solutions to drive more test drive registrations for their latest SUV, and turned to the platform to reach Thailand-based consumers better.

The solution

Using AI-powered solutions to deliver maximum results

To promote their new electric SUV on TikTok, Volvo tested TikTok’s Smart+ Lead Generation Campaign solution, powered by artificial intelligence, against an existing manual lead generation campaign.

Smart+ Lead Generation Campaigns are optimized to deliver a brand’s advertisements to the right audiences, as determined by TikTok’s systems, to achieve desired performance goals. This campaign solution works best for advertisers who want to generate more leads in a more cost-efficient way.

For this campaign, Volvo posted six ads for their Smart+ Lead Generation Campaign. Of the six ads, four were creator-led videos, and the other two were non-creator videos. All these videos were uploaded onto Volvo’s official TikTok account.

These videos also used TikTok’s Instant Forms feature to provide users with a seamless way to sign up for test drive registrations for the Volvo EX30. This feature is useful for advertisers who want to decrease user form friction by using in-app forms instead of external website landing pages for instant lead capture.

Volvo’s campaign also used a maximum delivery bidding strategy to deliver as many conversions as possible within an advertiser’s defined budget. It targeted Thailand-based users on the platform aged 18 and above and ran for seven days, from September 1 to 7, 2023.

The results

Smart targeting brings the right conversions, at lower costs

Compared to their manual campaign, Volvo’s Smart+ Lead Generation Campaign on the platform resulted in an 82% increase in leads for test drive registrations, with a 75% lower cost per lead. This proved that TikTok’s AI-powered lead generation campaigns can deliver the right results at more cost-efficient rates—providing smarter advertising solutions for all kinds of brands.