smart

The Objective

An electric future awaits: a software-defined car, smart #1 is supported by a seamless digital ecosystem designed to keep its riders comfortable, safe, and entertained at all times.

TikTok turned out to be the perfect platform to create some serious buzz for its launch. To achieve this, smart (@smart) deployed a full funnel campaign – the most comprehensive in the automotive space on TikTok to date.

Beyond stimulating awareness it also wanted to generate website traffic and demand for its €500 pre-order vouchers.

The Solution

Leveraging its full-funnel approach smart produced engaging creatives driving reach, traffic, and conversion. The videos invited the TikTok community to explore the fantastic look & feel of smart #1, its range of features as well as exciting daytrip destinations well within reach thanks to its impressive battery capacity and charging times.

smart built a well-targeted audience and nurtured its prospects through the funnel seamlessly. In-Feed Ads further helped deliver the message in an immersive format, as they organically integrated into the users’ feed on their For You pages. Retargeting allowed to effectively re-engage previously targeted website visitors, while Lookalike Audiences made it possible to identify prospects that share commonalities with existing customers.

TikTok Pixel was a cornerstone to this strategy helping measure performance and implementing further campaign optimisations.

The Results

The creatives were an all-out success across the entire funnel making smart #1 the first globally available car with its own TikTok campaign.

In terms of reach, smart generated an amazing 576 million impressions and 545 million video views – of which14.5 million were 6-second views. These results were delivered at an excellent cost per mille (CPM) of €1.86.

smart also achieved or exceeded all of its goals throughout the rest of the funnel selling double-digit €500 pre-order vouchers and generating long-term brand impact: a Brand Lift Study recorded an increase in brand recall by a fantastic 9.6%.