Kia breaks TikTok engagement record as first look video format pays off

News 29 Jan 2021 - 1 min read

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Tags: Kia innocean australia TikTok social media

Kia Australia has become the first local brand use TikTok's TopView ad format, notching more than 7m video views and breaking engagement rate benchmarks.

What you need to know:

Kia has become the first major local brand in Australia to take a TikTok-led marketing strategy for its latest model, the Stonic.
The ad has notched 7.2 million video views and climbing, with record breaking engagement rates of 16.5%.

Kia Australia has taken to TikTok for the launch of its latest model, the Stonic - and says the strategy is paying off with record engagement rates.

In collaboration with Kia and Scoundrel, Innocean Australia developed creative built specifically for TikTok, while keeping the message consistent across all platforms.

TikTok says Kia is the first auto brand to use a TopView ad in Australia outside a Challenge. TopView ads are the first video a user sees when opening the app, before merging into the first video of the feed.

The ad has already racked up more than 7.2 million video views and engagement rates above already high platform benchmarks at 16.5%. Pre the company, average watch times are 45% above average with an average 16.29% click through rate - suggesting the format is driving strong results for the automaker.

“Our focus was to greet TikTokers with a video that celebrates the vibrant and creative TikTok community, while delivering the purest expression of our Stonic campaign, blurring the lines between an ad and TikTok content," said Kia Australia Digital Marketing Manager, Nikolas Souliotis, said.

"It’s very inspiring to be able to treat a forced view in a way that instead of interrupting the viewing experience for the user it helps strengthen our brand equity.”