PHD UK & TikTok: Driving Excitement for the Launch of the VOLKSWAGEN Tiguan

Challenged by the client to leverage emerging social channels to generate social buzz and position Volkswagen as a forward thinking brand, PHD UK developed an integrated TikTok campaign that would become an industry first for an automotive brand.

Using TikTok’s Creator Marketplace, PHD identified the most relevant creators to work with by analysing its audience data, profiles, content creativity and previous campaign performance. The team then leveraged audience and search data to build a persona of the ideal creator to work with and then developed a shortlist based on audience alignment. Working closely with three established content creators, specially selected to build the Tiguan’s credibility amongst its target market, PHD UK successfully co-produced and repurposed the content into an engaging TopView TikTok ad.

As a result, brand awareness and engagement objectives were smashed and engagement targets were exceeded by 53.7%.