Case Background
SAIC MG officially entered the Chilean market in 2008. By introducing new energy vehicles, fuel vehicles, and connected cars, it has continuously expanded its product line, providing local consumers with high-quality products and services, earning an excellent reputation. In 2020, it was awarded the "Best Brand" honor by Chile's leading automotive media¹, becoming the first "Made in China" automotive brand to receive this distinction.
In addition to improving product strength, SAIC MG has also continued to build brand power to establish a healthy, long-term business ecosystem. Starting from the second half of 2022, SAIC MG set its marketing goal as integrated brand and performance on the rapidly rising TikTok platform in Chile, using unique content creativity to showcase the brand's tone and continuously reach local potential users with purchasing power. From the second half of 2023, it gradually increased its marketing efforts to further strengthen local brand awareness and empower long-term business growth.
Solution
Based on the recommendations of the TikTok for Business team and authorized agency PingMe, SAIC MG adopted a core marketing strategy integrating "Brand + Performance + Influencers".
First, on the brand awareness level, SAIC MG used brand ads with guaranteed coverage and frequency—Reach & Frequency—to ensure continuous exposure and deep reach in the Chilean market, increasing user awareness of the brand. Additionally, SAIC MG used brand auction ads to drive long-term traffic and followers to its business account, establishing a private domain marketing base. Account content aligned with local trends enabled steady growth of SAIC MG account followers, laying a solid foundation for enhancing user perception of the brand.
Secondly, through Lead Generation ads, SAIC MG successfully connected with local users with high purchasing power and scheduled test drives at dealerships. Lead Generation can accurately capture potential users and collect valid leads via forms, laying the groundwork for further in-store visits and purchases. Moreover, SAIC MG focused on continuous optimization of lead cost and quality, constantly adjusting and optimizing ad costs through PingMe's refined delivery strategies to improve ad ROI.
In terms of ad creatives, SAIC MG partnered with local influencers, leveraging their rich creativity to expand the presentation of brand content. PingMe assisted SAIC MG in content strategy output and influencer selection. On one hand, they used in-store shooting content favored by automotive enthusiasts to share various details of car functions and design; on the other hand, they used fun, eye-catching mini-theater style materials to attract the attention of general interest users, thereby increasing overall interest in the SAIC MG brand among Chilean users.
Through a coordinated strategy of both brand and performance ads, along with precise influencer content strategies, SAIC MG achieved multiple goals including brand exposure, user perception enhancement, and potential user connection, further strengthening its commitment to long-term deep engagement on TikTok.
Marketing Results
In the second half of 2023, through continuous and stable reach to local users in the Chilean market, SAIC MG achieved an exceptionally high total exposure of 1 billion, while its business account gained 250,000 followers and over 12,000 valid leads, accumulating significant attention and affection from local users. While enhancing its own brand image, SAIC MG also delivered an impressive marketing performance for Chinese automotive brands going global.
