CUPRA

The Objective 

CUPRA, a challenger automotive brand, partnered with TikTok to launch its CUPRAxRosalía campaign globally. This campaign marked the launch of CUPRA's official account on the platform. CUPRA asked the community to reinterpret Rosalía's "Abcdefg" song, and celebrated their creativity across six markets.

The Solution 

CUPRA launched a Hashtag Challenge with Branded Mission to drive engagement and participation, asking users to express what the lyrics of Rosalia's "Abcdefg" remix song meant for them. The activation launched with a multi-country TopView to obtain wide coverage. CUPRA then crowdsourced through Branded Mission creations from the community, natively extending the campaign's reach. Lastly, Reach and Frequency scaled the campaign's reach and generated massive awareness of the #CUPRAxROSALIA challenge over the following weeks.

The Results 

CUPRAxRosalia's campaign strategy has achieved outstanding numbers for their main KPIs. The Hashtag Challenge achieved more than 2.8B video views and 480K+ video creations globally. Besides, the campaign achieved average relative lifts of +32.2% in Awareness and +50.8% in Ad Recall across all markets. These results show the great affinity between CUPRA and its community, with TikTok as their bridge.