INFINITI Canada

The objective

Leveraging the TikTok community to drive consideration for QX60 at scale

Since 1989, INFINITI has built luxury experiences for daring and unique individuals who pursue distinction in their lives, styles, and vehicles. What makes an INFINITI unique in the luxury marketplace is their exceptional fusion of power and serenity to deliver modern Japanese luxury to customers around the world. For the launch of their completely reimagined QX60 SUV, INFINITI Canada turned to TikTok to connect with the broader lifestyle community, and drive consideration for purchase directly to infiniti.ca.

The solution

Utilizing Landing Page View optimization for lower funnel objectives

Looking to take Canadian’s driving experience to the next level, INFINITI found its home on TikTok by peeking the interest of the lifestyle community and highlighting the many value props of their most versatile three-row SUV yet. With a focus on driving quality leads for the 2023 QX60, INFINITI worked with TikTok’s Client Solutions team to implement a simple yet very effective buying strategy. INFINITI was the first Auto brand in Canada to leverage In-Feed Ads and test a Traffic Landing Page View objective for this campaign. Our new Landing Page View (LPV) optimization goal allows brands with lower funnel targets to drive higher quality traffic to their websites.

With an aim to be perceived as a more relatable and reachable Auto luxury brand, INFINITI leveraged freshly developed creator-led content, which pointed for users to make a connection to the lifestyle and mindset focus of the QX60 in an authentic way. Staying true to the QX60’s luxury disposition, the TikTok-first assets were elegantly produced and leaned into highlighting vertical properties of the vehicle. The high-quality videos provided a glimpse into the QX60’s decadent materials and luxurious features, with a tagline that encouraged the TikTok community to easily imagine how the SUV could let them “Take on life in style”.

From a targeting standpoint, INFINITI identified reaching various communities with a mix of interests, from adventure and outdoor enthusiasts, to those already interested in luxury lifestyle and automotive content. Finally, INFINITI ran a brand lift study with questions that were very specific to the new QX60 to track Ad Recall, Awareness, Favourability and Intent.

The results

Successfully driving powerful performance in conversions

INFINITI saw firsthand the power of leveraging TikTok to successfully reach their target audiences and drive excitement around their reimagined QX60 SUV. Being bold and experimenting with the right combination of TikTok ad solutions, including utilizing Landing Page View objective, proved to be successful in exceeding their lower funnel objectives to drive quality traffic to their website.

During the twelve-week flight period, the INFINITI QX60 campaign drove real business impact, achieving an impressive 12% increase in total Landing Page Views vs. their previous Quarter, plus a notable $3 decreased Cost per Landing Page View from Month 1 to Month 3. Moreover, in utilizing compelling creator-led creatives that resonated with the TikTok community, INFINITI was able to deliver a 5% lower Cost Per Click and generated a 12% efficiency in CPM, vs. Industry benchmarks. Finally, the automaker saw an important lift in both Ad Recall (+2.4%) and Favourability (+2.3%). Talk about powerful results!