Reach new European audiences at scale by amplifying BYD’s partnership with the Euros 2024 tournament on TikTok. In the tribal world of car brands, we needed not only to ensure that Europe knew that BYD existed, but also why they existed and why they should care. As just one of 6 main sponsors of the Euros, and with countless brands activating around the tournament, BYD needed to go beyond static sponsorship and cut through in a very noisy physical and digital environment.
On TikTok, you don’t have to watch the same thing twice … and the audience rarely does.
By defining a hybrid campaign strategy we were able to deliver a singular, cohesive message with a high volume of unique assets across 5 EU markets: 98 TikToks to be precise.
Launch: We created a series of visually stunning films led by visual first narratives to ensure relevance in all markets. The films were deployed in premier TikTok placements such as Topfeed and Topview to maximise awareness.
Engage: To ensure local relevance, we partnered with football first creators from every individual market to create thumb stopping TikToks with BYD product woven authentically into the films. Engage content was deployed across in feed placements to ensure immersion in the TikTok experience.
Endorse: Social proof denotes that audiences will act based on the actions or opinions of people they relate to. To frame BYD positively and powerfully in the minds of our TikTok audience, we engaged real fans in the Euro fanzone to create a series of funny & surprising films that authentically endorsed the brand from faces and places that resonated with our audience and brought them closer to the real life experience.
We began with a deep dive into the fabric of football on TikTok. What trends, creators, and conversations do our audience care about? From that strategic launchpad, we deployed a whole host of asset formats:
Our Berlin VFX film: a standout performer. We took a recognisable yet everyday location in central Berlin, blended the physical and digital worlds seamlessly. A car strikes a giant ball at the start of the film and doesn’t land in the goal until the end - a highly effective way of maximising VTR & completion.
Our studio based SEAL U Dm-i Freestyle film allowed us to show the brand’s flagship car from every stunning angle led by showstopping skills from 3x world freestyle football record holder Ben Nuttal. TikTok’s shake surprise feature drove additional engagement with viewers physically shaking their phone to reach a BYD landing page.
Our Fanzone challenges had football creators from across the EU drawing crowds of spectators in the Euro Fan zones whilst we captured their delight and disbelief at the level of skill they were witnessing. Shooting in the physical branded world of BYD allowed us to bake the brand into the fabric of the films whilst remaining truly TikTok native.
The effectiveness of our audience first high asset volume campaign delivered some truly category beating results:
"Uncovered’s intricate understanding of social and of the fundamentals of brand growth were a winning combination for BYD. We were able to take our partnership with Euros 2024 beyond static sponsorship and really connect BYD with the fans and the fabric of the tournament. The breadth & variety of concepts and assets kept a broad audience engaged across a sustained period which is evidenced by the strength of the BLS results."
David Glanvill | Head of Paid Media - Europe, BYD
