Case Background
As a leading domestic automotive brand, Great Wall Motors launched a pre-heating campaign in the Thai market in November 2021 for its upcoming all-new Haval intelligent new energy SUV model—HAVAL JOLION HEV. Before this overseas promotion, the brand’s official account had attempted multiple live broadcasts, but had experienced issues such as live streams being blocked and generally low participation and viewership, resulting in outcomes that did not meet expectations. Therefore, this time, Great Wall Motors partnered with Tuke in hopes of boosting the popularity of their live broadcast room, fully warming up the official announcement of the new model, and increasing brand awareness in the Thai market.
Solution
With the advice of the Tuke for Business service team, Great Wall Motors chose to leverage Tuke H5 live broadcast promotional package resources to pre-heat the overseas marketing of the new SUV model. For this live broadcast, Great Wall Motors not only invited popular local Thai celebrities to participate, but also had the celebrities and hosts interact frequently through mini-games, providing a 360-degree display and introduction of the model and its performance, allowing users watching the live broadcast to fully perceive the selling points of the model and enjoy a highly immersive experience.
In addition to the live broadcast period, Great Wall Motors also utilized Tuke advertising products and the Discover page banner ads included in the promotional package to fully warm up and create momentum for the live broadcast event. Through Discover Banner, TopView, and auction-based R&F channels, traffic was directed to the H5 homepage live broadcast. These three traffic channels almost covered the entire user journey on Tuke, making it easy for more potential users to see Great Wall Motors’ live broadcast information and click to jump to the H5 page for reservation.
Marketing Results
Through the placement of Discover Banner, TopView, and auction-based R&F ad formats, Great Wall Motors not only achieved strong brand exposure, with a combined 14 million+ video impressions from TopView and auction-based R&F, but also reached 127,000 H5 homepage exposures. In addition, with the participation of a local Thai male celebrity, the popularity of the live broadcast room soared, with peak viewership rising from less than 100 previously to over 1,000, and the enterprise account gained over 3,000 new followers during the live broadcast.
