Nissan

The Objective

Nissan’s business objective is to drive high-quality leads by actively supporting users throughout their online purchase journey. The brand’s focus is on converting digital interest into real action, guiding potential customers to explore Car Configurator, searching for dealer locator, browsing available vehicle stock, and other high-intent actions that signal readiness to purchase. With the constant support of OMD – a TikTok partner agency as well as Nissan’s media agency – and thanks to OMD’s strong expertise in performance marketing, Nissan has consistently pushed the boundaries of innovation, launching high-performing media campaigns on platforms like TikTok.

The Solution

In February 2025, Nissan partnered with OMD to launch three strategic campaigns leveraging TikTok's Smart+ Web Conversions solution, delivered through engaging in-feed placements that seamlessly integrated with users' content discovery experience.

TikTok's Smart+ solution represents a cutting-edge approach for advertisers seeking to optimize their digital campaigns. By harnessing the power of artificial intelligence and sophisticated machine learning algorithms, this innovative solution automates crucial aspects of campaign execution including creation, management, and performance optimization.

The campaigns featured compelling video content showcasing both passenger cars and commercial vehicles, strategically highlighting the versatility of the brand's product lineup. Specifically, the Xtrail and Juke models represented the passenger car segment, while the Townstar stood as the flagship for the commercial vehicle category.

A conversion lift study was conducted to measure the actual impact of the ad campaigns on conversion generation, comparing the behaviour of users exposed to the ads with that of a non-exposed control group. This allowed the brand to evaluate the effectiveness of the ads in driving actual business impact on the website.

The Results

In addition to a great media performance, the results of the conversion lift study speak for themselves: Nissan’s automated campaign exceeded expectations, driving a significant uplift across key performance indicators. With Search as the primary objective, the campaign delivered a 7.8% increase in search activity, while also boosting page views by 7.3% and increasing content engagement by 9.4%. These results highlight the power of automation in guiding users through the funnel and turning intent into meaningful action.