Nissan Canada

The objective

Using new ways to connect with audiences and drive awareness for Nissan ARIYA

Nissan Canada looked to TikTok to help build awareness for the new Nissan ARIYA. Steering away from typical car ads, Nissan partnered with a creator to showcase relatable content to focus on the “Thrill” that comes from driving their vehicles.

The solution

Reinventing Auto creative with unique creator-led assets and a combination of TikTok ad solutions

The Nissan campaign revolved around the central theme of "Thrillology," which TikTok acted as the perfect launchpad for their science-based content.

Looking to maximize awareness, Nissan worked with TikTok’s Marketing Partner #paid to collaborate with popular STEM creator @AsapSCIENCE, known for “making science make sense”, to develop fresh content that explored the physiological impact of Nissan tech on the human body. To ensure the TikTok-first content hit the brand’s key message of explaining how the human body interprets thrill while driving, the videos focused on the scientific facts first. This allowed Nissan to connect with the TikTok audience on a deeper level, keeping them engaged with purposeful content that didn’t come off like a standard ad.

Nissan also employed various TikTok advertising solutions to maximize impact of their newly developed assets. By leveraging TopView, TikTok’s high-impact takeover ad placement, the brand effectively boosted awareness and consideration metrics for the campaign. Additionally, to expand their reach even further, Nissan utilized TikTok Pulse for the first time. TikTok Pulse allows advertisers to join in on the magic of the For You Page with contextual, brand-suitable ad placements immediately after the top 4% of trending content. Finally, Nissan leveraged In-Feed videos, which helped them phase their creative and maintain the TikTok community engaged throughout the campaign's flight, while ensuring their message resonated effectively.

The results

Revved up engagement with a powerful click-through rate

Instead of driving down the same old path of traditional car ads, Nissan took a U-turn, with the creation of creator-led content that was both unique and purposeful. During this 8 week campaign, the brand successfully improved brand affinity and loyalty for Nissan ARIYA, delivering a notable +22% increased engagement rate, a +121% lift in 6s view-through rate, and a click-through rate of 3.5x above the Auto industry benchmark. Now that’s how you buckle up and drive home some real results!