Riding the momentum from its Super Bowl campaign, Hyundai collaborated with TikTok to broaden its reach among young people and enhance brand favorability for the brand's all-new 2020 Sonata.
Hyundai adapted its “Smaht Pahk” TV commercial into an In-Feed Ad with a call-to-action that directed users to view the full spot on YouTube. The creative, featuring comedian Rachel Dratch, expertly leaned into TikTok's creative best practices, using native platform features and incorporating an existing and widely popular platform trend to hilariously promote the Sonata's Remote Smart Parking Assist.
Hyundai’s “smaht” execution successfully drove brand favorability, generating a wave of clicks to its profile and earning @HyundaiUSA thousands of new followers ahead of the release of its all-new Sonata. The brand's use of native tools and decision to lean into trends that were already popular on the platform helped the creative seamlessly blend in with other entertaining content in the For You feed, which was key in successfully gaining positive engagement for the campaign and brand from a younger audience.