Mohamed Yousuf Naghi Motors Co.
Leveraging TikTok's lead generation tools to increase test drives and conversions
The objective
Increasing leads and test drives for a leading automotive dealership in KSA
Mohamed Yousuf Naghi Motors–Ford was named as the official Ford distributor in Saudi Arabia for Western & Southern regions, with the objective to bring world-class automotive innovation and service to the region.
Mohamed Yousuf Naghi Motors, a renowned name in the Saudi Automotive Landscape, has fueled Ford's rise as the fastest growing Automotive brand in KSA in 2024.
Founded with a strong commitment to quality, trust, and customer satisfaction, the company has consistently aligned itself with Ford’s global standards while adapting offerings to meet the unique needs and preferences of the local market.
On TikTok,@fordmynaghi engages their followers with authentic content from the dealership, full of personality, showing off their cars in ways that will best engage their audience. Their content involves a diverse range of vehicle showcases, customer deliveries, promotions, behind-the-scenes, and interactive challenges.
During Ramadan, the most competitive season for automotive sales, the brand partnered with TikTok and its digital agency Smartest Media to drive leads and encourage test drives through a performance-oriented campaign.
The solution
TikTok-native lead generation for a seamless user experience
To reach their audience, the dealership used In-Feed Ads along with Instant Forms to generate leads within the app, combined with a CRM integration for effective lead management.
Leveraging Smartest Media’s extensive experience in the automotive sector, the Ford Naghi team built a full-funnel TikTok approach focused on generating high-quality leads and driving lower-funnel performance.
Recognizing the shift in consumer behavior toward mobile-first and video-driven content, the team utilized TikTok’s Lead Generation Ads with Instant Lead Forms to simplify the user journey. This format allowed users to express interest without leaving the app, making the lead capture process seamless and efficient.
Creatively, the campaign was tailored to TikTok’s unique style. Featuring short, engaging videos that showcased key Ford models like the Taurus, Explorer, Ranger, Bronco, and Everest, all framed within a strong Ramadan promotional message.
The campaign targeting criteria was precise and specific, set to reach TikTok users based in Saudi Arabia – within MYNM region with demographics tailored based on each model being promoted using interest targeting to refine the audience and reach the most relevant users with the campaign content.
The campaign content showcased their Ford vehicles in aspirational and premium settings, highlighting features and benefits of different car models through short, cinematic videos. The content also leveraged upbeat trending music and fast- paced editing to align with popular TikTok-native content.
The results
Successfully generating leads and test drives with a strategic campaign approach
With the initial objective of increasing leads, the campaign was hugely successful. With over 3.8 million impressions across the campaigns which generated over 8000 leads with a 40% qualification rate for the automotive dealership.
TikTok played a pivotal role in helping Mohamed Yousuf Naghi Motors – Ford achieve their core marketing objective: driving real-world actions through digital engagement, specifically booked test drives during the high-stakes Ramadan season.
By leveraging TikTok’s Lead Generation Ads with Instant Lead Forms, the brand was able to streamline the user journey, capturing intent without requiring users to leave the app.
In addition, TikTok’s dedicated point of contact provided strategic guidance on creative best practices, targeting, and optimization, ensuring the campaign was performance-driven while remaining authentic to the platform’s tone and audience.
Together, TikTok’s ad solutions and strategic support enabled the brand to not only increase visibility but also drive measurable business impact in a highly competitive automotive season.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
Partnering with TikTok and Smartest Media during Ramadan allowed us to connect with our audience in a format they truly engage with, short-form, mobile-first video. The results speak for themselves: high- quality leads, strong conversion rates, and a clear impact on our lower-funnel performance.