Evolve With IONIQ 5
To launch Hyundai’s fully electric IONIQ 5 amidst intense competition, we didn't just tell a story, we evolved one. Inspired by insights that EV owners saw their vehicles not only as cars, but as gateways to new lifestyles, our TikTok campaign combined humor, history, and relatable storytelling, extending Hyundai’s Super Bowl spot into the TikTok ecosystem. As one of the campaign copywriters, I shaped engaging narratives, collaborated with influencers, and leveraged platform-specific features to amplify our message. The result: an award-winning campaign that smashed benchmarks, drove record engagement, and earned recognition from TikTok itself as a standout automotive case study.
Thumb-Stopping TikTok Copy - Helped cut-down scripts that turned Hyundai’s IONIQ 5 into must-watch TikTok content, riding trends and platform-native tools to spark authentic conversations and skyrocket engagement.
Strategic Storytelling - Helped execute Hyundai’s first-ever TikTok "One Day Max," crushing benchmarks by 98% and surpassing estimated impressions by a cool 59%. (Not bad for 24 hours.)
Influence That Resonates - Collaborated with TikTok influencers, crafting copy and narratives that drove over 8M organic impressions and boosted engagement rates by 22%.
Case-Study Worthy Creative - Crafted content so effective, TikTok for Business spotlighted our campaign as a best-in-class automotive social strategy during Super Bowl season.
Art Direction:
Ebby St. Pierre
Jacklyn Barkhurst
Top Content Highlights
With a total investment of 10.5M, Hyundai was able to reach a Super Bowl-sized audience at a lower cost point by buying spots within the AFC and NFC Championship games. In total, the combined campaign effort across all media earned 920MM+ impressions.
We earned over 50MM impressions with a 94% view rate and a video completion rate at 98% above TikTok benchmarks.
We also drew in an additional 8MM impressions with our creator "react" content.
Leveraging these clever influencer partnerships, Hyundai’s profile gained 7.3K new followers and 43K new profile visits.