The dynamic, sports-inspired Nissan JUKE was crafted to turn heads, setting the bar for compact crossovers through its distinctive personality and emphasis on fun. To increase awareness for the brand new Nissan JUKE launching in Australia, an interactive TikTok-led campaign was devised to tap into the creativity and participation of the TikTok community, using a strategic combination of ad products to set a viral trend in motion.
Nissan tapped TikTok's flagship Branded Hashtag Challenge offering to bring the new JUKE launch to life, with official TikTok Creators kicking off the campaign and inspiring audiences to post their own unique videos using the#improvisewithJUKE hashtag and music. The campaign took the form of a competition, where the best user submissions had a chance to be featured as voiceovers in the JUKE TV commercial.
The #improvisewithJUKE campaign was launched with a premium TopView placement, putting the brand front and center in the For You feed when users opened the app. An official Branded Hashtag Challenge page was curated with the best user-generated content using the official campaign hashtag and music. This growing volume of content under the hashtag ignited a trend, inspiring the TikTok community to post their own interpretations. Auction In-Feed Ads drove further exposure throughout the campaign period with cost-effective reach and awareness.
The creativity of the campaign, in combination with premium ad placements and official TikTok Creator partnerships, made #improvisewithJUKE one of the most successful TikTok campaigns ever in Australia, with an enormous 129.4 million video views globally. The campaign generated over 34,000 video creations and led to a 92.9% lift in brand awareness for the Nissan JUKE. Additionally, the premium TopView placement surpassed benchmarks with a 17.35% clickthrough rate and 17.96% engagement rate.