Xpeng

The Objective

Rethinking lead generation to improve efficiency and drive quality outcomes

Xpeng is a premium electric vehicle brand known for combining cutting-edge technology, sleek design, and smart features to deliver a high-performance driving experience. As a relatively new electric vehicle brand in the Israeli market, Xpeng was looking to establish credibility and build consumer trust in a competitive automotive landscape.

Previous lead generation efforts hadn’t delivered the desired results, prompting the team to seek a more effective strategy. Partnering with McCann Digital and Imagine, this campaign was launched to support a key sales event and to explore new ways of driving high-quality leads with lower acquisition costs—positioning Xpeng as a smart, innovative choice in the EV space.

The Solution

Leveraging TikTok's ad ecosystem to streamline conversion and spark interest

To meet its goals, Xpeng implemented a multi-faceted approach on TikTok:

• Internal Lead Form: By shifting from an external landing page to TikTok’s Instant Form we unlocked a powerful combination of reduced costs and significantly higher-quality leads driving better performance and a smoother user journey that keeps potential customers engaged right where they are.

• Data-Driven Optimization: Real-time performance monitoring enabled continuous refinement to maximize campaign efficiency.

• Engaging Creative Approach: The brand used TikTok's unique ad formats to capture audience attention and drive interaction.

• Seamless User Experience: The full-funnel experience remained on-platform, minimizing drop-off and boosting lead quality. The campaign centered around an exclusive sales event, with messaging that highlighted Xpeng’s innovative EV lineup and limited-time offers—creating urgency among viewers.

The Results

High-quality leads, lower costs, and confirmed EV sales

The campaign delivered strong, measurable results, validating the strategic shift to TikTok’s internal lead form and native creative approach.

• Lower CPL:

1. Xpeng achieved a CPL of 172 ILS, which was 8.7% lower than a leading alternative platform.

2. Compared to previous campaigns on TikTok, the brand saw a 132% improvement in CPL, highlighting the impact of platform-native optimization.

• Sales: Beyond efficiency, the campaign also generated 16 confirmed vehicle sales—a significant outcome given the high-investment nature of automotive purchases.

• High-quality leads: The leads collected were high in quality, averaging 68.67%, showing that TikTok can not only drive volume but also attract serious, conversion-ready prospects.

Overall, the campaign demonstrated TikTok’s potential as a full-funnel solution for premium brands operating in complex, high-consideration categories.