Peugeot

The Objective

A stunning new range of cars and a refreshed brand positioning has set Peugeot on the path to a new era, so they came to TikTok with a clear objective: deliver a creative campaign that communicates this step change in both brand and product and reach the next generation of Peugeot fans at scale.

The Solution

In partnership with Peugeot, TikTok’s brand strategy team devised the Always-in’ strategy, a platform first approach that consistently immersed the Peugeot brand in relevant communities. The strategy has been a resounding success, surpassing all benchmarks and becoming an official platform wide initiative.

To bring the Always-in approach to life, Peugeot & TikTok partnered with Uncovered. They first created an original Peugeot track to provide a consistent, native and cohesive foundation for a series of highly entertaining, original films that ran over a 3 month period. Peugeot & TikTok partnered with automotive creator SheTalksCars who delivered a range of narrative content around the product range.

Across the campaign more than 20 assets were created to ensure the campaign always felt fresh, no matter where in the funnel it was seen. Starcom UK were then enlisted to develop a media strategy that tapped into different audiences across the funnel – from broad to retargeting – to align them to a variety of objectives.

The Results

The campaign produced some of the most impressive results both TikTok and Peugeot have seen.

Two separate Brand Lift Studies measured a range of different metrics across the campaign period. We measured the trend in baseline responses from December – February, and by comparing the control groups responses, we measured the overall percentage increase in the desired responses across the two studies. We found a seriously impressive +107% increase in Attitudes, +31% increase in Favourability, and an incredible +76% increase in Intent.

Our partnership with Uncovered, SheTalksCars and TikTok has been a resounding success. We were proud as a brand to be the first to deploy TikTok’s ‘Always-in Strategy’ and the exceptional results we’ve seen are testament to Uncovered’s expertise in helping us to embed our brand & product into a range of highly effective content. Together with Uncovered we were able to devise a stream of original creative ideas that ensured continued engagement across the campaign period whilst maintaining consistent touch-points that brought our new brand positioning to life in a truly TikTok native way. The campaign has established a new global standard and our collaborations continue to set new precedents within the automotive category as a whole. As a result we plan to continue investing and pushing the envelope further to achieve even greater success in 2023 and beyond.

Mark Lynch, Head of Marketing Communications Peugeot UK