Challenge
Volkswagen, global leader in the automotive market, aimed to create positive perceptions around the superiority of their electric vehicles and increase purchase consideration in the competitive automotive electric vehicle market.
They identified France, United Kingdom, and Germany as priority markets, and with the support of their agency PHD Global, ran a multi-channel campaign with a focus on using TikTok alongside traditional media and other social media. The main campaign objectives were to build mass awareness and consideration of their growing electric vehicle ID-range.
Approach
Kantar utilised its cutting-edge media effectiveness solution, LIFT+ powered by THX, to measure the campaign in France, United Kingdom, and Germany.
The THX mobile app solution captures real consumer media exposure via passive measurement across every touchpoint, 24/7, to identify multi-channel campaign impact and recommend optimisation.
The campaign’s goals were to ensure the media mix was optimal and balanced between traditional media and digital media, such as TikTok. The assets tested were both creator content and brand product ads.
Insight
Kantar’s LIFT+ powered by THX study has shown that TikTok and other social media channels play a significant role in achieving multi-market campaign KPIs. TV proves to be the main driver of ad recall, while TikTok and other social platforms significantly boosted positive image and consideration.
The German campaign was highly successful, with paid media driving a significant increase on all three KPIs. TikTok delivered 7% incremental reach beyond TV, was 6 times more efficient at building reach compared to TV and accounted for 36% of the share of impact on consideration, well ahead of its share of campaign spend. Product consideration was boosted by 119% compared to those who did not see the campaign.
TikTok efficiently extended campaign reach and momentum beyond linear TV
Impact
All three markets saw broad success, driving significant increase on brand KPIs and supporting Volkswagen perception as a leader in electric vehicles.
TikTok proved to be an efficient and effective channel for both creator content and brand ad campaigns, extending the campaign reach beyond TV, delivering incrementality, and doing so economically.
While TV delivered success, it came at a premium; opportunities were identified to further balance the media mix for future activations.