Hyundai Motor America did not run a Tremendous Bowl spot this yr, however it nonetheless grabbed some consideration from the sidelines for its Ioniq 5 electrical crossover.
The Korean automaker as a substitute opted for an expansive digital technique by leveraging TikTok, the video-sharing social hub recognized for its day by day frenzy of individuals dancing to catchy music and utilizing the plethora of enhancing instruments to specific themselves.
Automakers together with Hyundai and Toyota and quite a few dealerships have descended on TikTok to faucet into its numerous person base, construct up their model and transfer some metallic.
A March examine from consumer-intelligence platform Suzy that discovered 44 % of TikTok customers are planning to purchase or lease a automotive inside the subsequent six months, mentioned Jodi Porter, U.S. vertical director of auto, eating and multicultural for TikTok World Enterprise Options. TikTok launched a vendor playbook this month to assist retailers faucet into that client pool.
“We all know automotive consumers are on TikTok, and that is why we launched this playbook,” Porter mentioned in a press release. “It is constructed particularly for auto sellers as a one-stop store for training concerning the platform together with greatest practices, best-in-class examples of promoting campaigns, inventive ideas and a newbie’s information on methods to begin making your individual TikTok movies.”
TikTok has been drawing shoppers away from TV — the longtime area of automotive promoting — and video streaming providers. A 2021 examine by analytics agency Kantar discovered that 30 % of TikTok customers reported spending much less time watching TV, streaming providers and different on-line movies since they started utilizing the platform.
“Nobody’s actually proudly owning this area, and we wish to be — significantly from an OEM standpoint — that auto producer who is admittedly related inside this area as a result of that is the best way we as a model can join with our
clients,” Kate Fabian, director of promoting communications for Hyundai Motor America, instructed Automotive Information.
Hyundai’s Tremendous Bowl effort enlisted TikTok influencers to make movies reacting to its Ioniq 5 industrial, “Historical past of Evolution,” that includes actor Jason Bateman.
Hyundai additionally repurposed the spot within the week main as much as the sport and launched it by way of “One Day Max,” TikTok’s former advert placement device that allowed manufacturers to funnel content material immediately into the video feeds of shoppers within the first advert slot for as much as 24 hours. The platform has since launched a brand new advert resolution with comparable traits.
Kantar’s Model Carry Examine mentioned Hyundai’s TikTok method generated robust ranges of advert recall and consciousness.
Hyundai has been producing movies that supply a mixture of humor and product. The automaker typically lets viewers drive the content material it posts, so as to add a layer of interactivity.
After Hyundai posted a February video exhibiting the varied paint choices for the Santa Cruz pickup, one viewer requested concerning the truck’s cooler. Hyundai’s social crew took observe and posted a video a number of days later exhibiting the cooler constructed into the mattress crammed with ice and bottled water. The automaker additionally replied on to that person’s unique remark with a hyperlink to the cooler video, which has been one of many channel’s hottest posts with 2.4 million views up to now.
Hyundai’s content material model on TikTok is energetic with crisp video edits and loads of the particular results that outline the platform.
Hyundai dabbled with one impact known as the “inexperienced display nostril and mouth” on a number of foolish movies wherein the model spotlighted the significance of ventilated leather-based seats on sizzling days, joked about messy youngsters of their automotive seats and bemoaned that glove containers are primarily used for napkins. The movies present a nostril and mouth overlayed on the leather-based driver’s seat, a automotive seat and glove field, and the dialogue comes from the angle of these elements.
“That truly got here from a development that was taking place on TikTok,” Fabian mentioned. “At first, TikTok’s about entertaining, so if I can entertain after which additionally present info, that is the perfect of each worlds. I maintain individuals’s consideration, however I additionally inform them just a little bit extra about our product or our model and it makes them wish to interact and share it.”
Toyota started its TikTok channel by working a dance contest that gave three winners a brand new Corolla Cross utility car.
Dancer Aubrey Fisher, who has greater than 2 million TikTok followers and has appeared in Corolla TV adverts, initiated the “#CorollaCrossStep Problem” contest in March with a video on his account asking individuals to file themselves dancing for an opportunity to win.
Greater than 1 million individuals participated within the monthlong problem.
Toyota then launched its TikTok channel in July with a video asserting the first-place winner, who danced with Fisher. Two extra movies posted quickly afterward confirmed the opposite winners with their automobiles.
TikTok’s mixture of younger and numerous shoppers aligned nicely with the demographics Toyota is attempting to succeed in with the Corolla Cross.
“I believe what’s distinctive about TikTok is it isn’t conventional social media; in a way, it is actually social leisure,” Angie White, Toyota’s senior supervisor of built-in advertising operations, instructed Automotive Information. “In order that’s actually the angle that we have been going for. TikTok serves as that inventive outlet for self expression in an revolutionary and enjoyable manner. It blends that creativity, enjoyable, authenticity the opposite channels simply do not provide and since TikTok has these instruments inherent to its platform the place creators are actually empowered to specific themselves, individuals are actually simply loving their time on TikTok spending a variety of time there.”
The problem to creating high quality content material on TikTok, White mentioned, is ensuring it is related and genuine to the platform. Retaining monitor of the platform’s ever-changing video developments and creating content material round them is essential.
The objective is to create content material that caters to the TikTok group whereas remaining true to what Toyota represents, White mentioned.
“It takes analysis, it takes time to ensure that we’re seeing what’s on the market, what’s trending,” White mentioned. “Can we create one thing that could be trending? Can we hop onto that and speak about ourselves as a model in an genuine manner that is expressed by means of these developments?”