Innocean develops TikTok-led campaign for new Kia Stonic
Innocean Australia has launched its new campaign for Kia Australia’s small SUV the Kia Stonic, with a TikTok-led approach developed to target a young audience.
The bespoke TikTok creative was developed in collaboration with Kia and production studio Scoundrel, and makes Kia the first auto brand to use a TopView TikTok ad in Australia outside a challenge.
The Kia Stonic ad is the first thing that TikTok users see when opening the app, before it merges into the first video of their feed.
The video showcases the Kia Stonic against an urban background, and uses TikTok-native transitions to pull users in to learn more, all set to Aussie producer Young Franco’s fast-paced track ‘About This Thing’.
TikTok Australia and New Zealand general manager, global business solutions, Brett Armstrong, said the campaign felt native to TikTok users.
“The Kia Stonic campaign was fun, fresh, and felt native to the TikTok platform, so it’s no surprise the community embraced it with open arms,”
The TikTok-led approach launched as part of a wider integrated marketing campaign, and is already pulling significant numbers, with the TikTok TopView garnering over 7.2 million videos, with an engagement rate at 16.5%.
Kia Australia digital marketing manager, Nikolas Souliotis, said the campaign had a goal of celebrating the vibrant TikTok community.
“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.
“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.”
The average watch time on the TopView was 45% and there was a 16.29% click-through rate.
Innocean Australia CX director, Romy Briers, said: “For us, it’s always about what’s next. We want to maintain our leadership in the digital space, and that means experimenting, co-creating, and innovating with Kia Australia on a regular basis.”
Credits:
Kia Australia:
General Manager, Marketing: Dean Norbiato
Digital Marketing Manager: Nikolas Souliotis
Brand Manager: Andrew Phan
Digital Marketing Coordinator: Melinda Supangat
Retail Coordinator: Michael Cignarella
Innocean Australia:
Executive Creative Director: Wes Hawes
Creative Director: Paul Bruce
Creative Team: Damon Porter, V. Wassim Kanaan, Jess Roberts, Cat Williams
Head of Strategy: Karl Bates
CX Director: Romy Briers
Client Partner: Carolyn Cho
Social Media Manager: Taylah Nilsson
Integrated Senior Account Director: Carly Pelham
Senior Account Manager: Amber Lowings
Director of Integrated Production: Craig Sloane
Integrated Producer: Kilou Picard
Havas Media:
Account Manager: Daniel Gross
Social Trading Manager: Lisa Ly
Production:
Production Company: Scoundrel
Director: Selina Miles
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Zanda Wilson was a reporter and podcast producer at Mumbrella, specialising in radio reporting. He left Mumbrella in September 2021.
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topics
Brett Armstrong
Innocean
Kia
Kia Australia
Kia Stonic
Nikolas Souliotis
Romy Briers
TikTok
TopView
