Autoplanet Organic Tiktok.

Company: AutoPlanet

Channel: Facebook

Launch Date: August 1st 2023 – Present

Objective

When I assumed the role of Marketing Manager at AutoPlanet, the TikTok account had minimal presence, with fewer than 100 followers and just a few hundred likes. Recognizing TikTok’s potential to reach a young and diverse audience, the objective was to grow the account from scratch and leverage it to drive brand awareness, engagement, and ultimately sales. The end goal was to establish TikTok as a primary channel for reaching new customers and generating tangible results.

Campaign Design & Approach:

The strategy focused on creating engaging, relatable, and authentic content that would resonate with TikTok’s younger demographic. To stand out in a platform dominated by trends and high entertainment value, we adopted an organic, community-oriented approach, prioritizing short-form videos, influencer collaborations, and user-generated content. Content was designed to showcase AutoPlanet’s unique value, car models, customer stories, and the car-buying experience.

Strategy:

Content Types:
- - Customer Testimonials: Real stories from satisfied customers to build credibility and foster trust.
  - Vehicle Spotlights: Showcased key models available at AutoPlanet, appealing to various buyer personas.
  - Educational Content: Informative posts about vehicle maintenance, financing options, and buying tips helped establish AutoPlanet as a knowledgeable authority in the automotive space.
  - Community Engagement: Highlights of community events and charitable activities underscored AutoPlanet’s commitment to the local community.
Posting Frequency & Timing:
Posts were scheduled consistently to maintain a steady flow of content. High-engagement periods, such as weekends and early evenings, were prioritized based on audience activity patterns, ensuring maximum visibility.
Audience Engagement:
Every post encouraged interactions, whether through questions, calls to action, or prompts to share experiences. The goal was to create an engaging environment where followers felt part of a community, fostering loyalty and encouraging organic growth.

Results:

The campaign saw outstanding growth and engagement, as demonstrated by the performance metrics:

Reach and Views:
- - Video Views: Generated over 7 million views highlighting the high level of engagement and interest in the content.
  - Reached Audience: Successfully reached 6.1 million unique accounts, making a significant impact in raising awareness about AutoPlanet and its offerings among a broad audience.
  - Profile Views: The profile attracted 76,842 views, indicating that the content led many users to explore AutoPlanet’s profile for more information, a strong indicator of interest.
Follower Growth:
- - New Followers: The TikTok account saw exponential growth, gaining 19,734 new followers and ending with a total of 20,000 followers. This growth was pivotal in establishing AutoPlanet’s brand on TikTok.
  - Net Follower Growth: With 1,121 unfollows, the net growth was 18,613 followers, showcasing the campaign’s effectiveness in attracting and retaining a solid follower base.
Engagement:
- - Likes: The campaign garnered 110,361 likes, reflecting the high engagement rate and positive reception from the TikTok community.
  - Shares and Comments: The content was shared 10,795 times and received 7,123 comments, demonstrating strong engagement and the audience’s active interest in interacting with the brand.
Conversions and Sales Impact:
- - Website Clicks: The campaign resulted in 3,815 website clicks, leading interested users directly to the AutoPlanet website for further exploration and inquiries.
  - Direct Sales: The TikTok campaign contributed to 934 car sales as of November 2024 showing a direct return on the brand’s investment in organic growth on the platform.

Conclusion:

Through strategic content creation and consistent audience engagement, we successfully transformed AutoPlanet’s TikTok presence from almost non-existent to a powerful marketing channel. The platform not only grew the brand’s visibility and engagement but also drove measurable sales, making TikTok an essential part of AutoPlanet’s digital strategy. This case study underscores the effectiveness of a well-executed organic campaign on TikTok in generating awareness, fostering a community, and achieving tangible business outcomes.