When we launched Hyundai's TikTok account, our competitors were making dry product videos. We realized that it wouldn't work that way — if we wanted to attract the audience of this social network, we had to sell the product natively. Our goal was to use the features and trends of the platform to get users involved in the commercials just as much as in user-generated content.
We drew the attention of TikTok users to the new Hyundai Elantra car with the game challenge "Drive Elantra", which gained great popularity and went viral.
We integrated the car into the comedy sketches as a separate character — the Hyundai complemented the plot of the commercial or was the center of it.
Russian users were in the habit of saying "Henndai" instead of "Hyundai". But our tiktoks helped users memorize the correct brand name. As they say — LeviOsa, not LeviosA!
Ticktockers and bloggers Andrei Glazunov, Madame Kaka, Dima Gordeev, Alexei Stolyarov, Yulianna Karaulova and the Peterville group natively represented the new Hyundai Elantra in their videos.