Case Study: Volkswagen drives electric vehicle awareness with TikTok for Business

Making noise with the all-electric Volkswagen ID.4 SUV

Volkswagen worked with TikTok for Business to launch the all-electric ID.4 SUV to a new audience. The challenge was how to create excitement and awareness for an ultra-silent electric vehicle and make EV benefits feel relevant to people who might not already be considering one.

TikTok for Business helped Volkswagen use creator-led, sound-first creative, including a TopView ad and follow-on In-Feed Ads through TikTok Creator Marketplace. The campaign reached over 23 million users and generated 65 million impressions, with more than 56 million TopView views, a 14.4% engagement rate, and a +10.2% lift in average watch time versus the TikTok benchmark. The campaign was so successful that Volkswagen licensed the content for linear TV, making it its first TikTok-first campaign.

Volkswagen

Kimberley Sweet Gardiner

Senior Vice President Marketing