Citroën

Objective

In March 2023, Citroën launched its TikTok account to address several challenges the brand had in mind. The primary focus was on innovating on existing audience engagement methods.

Given TikTok's robust automotive community, it was a no-brainer for Citroën to leverage the platform to showcase its product range authentically, integrating the #carlovers culture, and ultimately enhancing brand consideration. 

To this end, Citroën chose to leverage the popularity of its iconic AMI car on TikTok, building a connection with the automotive community and the global brand.

Solution

Recognising the need to adapt to TikTok's unique culture and language style, Citroën collaborated with TikTok-focused agency Splashr, a first in the automotive industry. This move, departing from traditional creative processes, enabled the production of content that resonated with both the brand and the platform's essence. 

Additionally, Citroën assembled a diverse group of creators within the automotive community. Each creator, with their unique storytelling style and themes, helped convey authentic brand messages about the product. The collaboration with the specialized agency amplified the content's narrative impact, driving significant engagement through the creators' influence. 

Citroën also adopted an always-on media strategy, regularly utilizing the Spark Ads tool to enhance the reach of its most creative and high-performing posts. This tool allows the promotion of existing posts from TikTok Business Accounts or from creator profile accounts directly, as paid advertisements.

Results

Citroën's consistent content strategy with TikTok-native style ads boosted via Spark Ads successfully met objectives in consideration, engagement, and traffic, moving progressively down the marketing funnel. 

The brand achieved an average watch time of 17 seconds, a 240% increase over the average. It also halved its Cost Per Mille (CPM) and Cost Per Follower (CPF), and doubled its engagement rate, outperforming automotive industry benchmarks. 

This strategy highlights the automotive community's eagerness to engage with Citroën, marking the establishment of a new form of interaction through the brand's shared content.