How We Turned a Yugo into a Mercedes in 6 Months and Won an IAB MIXX Award for TikTok
Another award for the best TikTok project is ours—the shelf in our office is now decorated not only with a Kaktus but also with an IAB MIXX statue!
For the "heaviest prize" at the prestigious, internationally recognized competition for digital campaigns and projects in Serbia, we applied with the project "Polovni Automobili" on TikTok (@polovnjaci), which aimed to position the brand among men aged 20 to 40 who are motoring and technology enthusiasts.
Given that we noticed a change in the content consumption of our target group, which increasingly prefers short video formats, the key challenge for us was to transform the brand's perception to free it from traditional, outdated labels and make it recognized as dynamic and adaptable to modern trends.
However, with a carefully designed strategy, we managed to refresh and revitalize the "Polovni Automobili" brand, attracting more attention and engagement on TikTok.
The key was to create a series of videos that combined entertainment and education, which allowed us not only to capture the attention of a new audience but also to increase engagement and interaction on this rapidly growing and increasingly popular social platform.
How Did We Realize Our Idea?
The annual survey of the "Polovni Automobili" brand revealed that the target group perceives it as traditional and less modern. This inspired them to join TikTok to redefine their image in an authentic way. And that's where we came in!
The execution of the project involved creating three types of content: sketchs to attract attention, educational videos to solve specific problems, and short podcast formats that prompt further information about the automotive industry.
This approach quickly resonated with our target group, motivating us to implement the same materials on other social networks. The project stood out for its ability to innovate and adapt to current trends in communication.
And Now - The (Fantastic) Results!
On TikTok, in 6 months, we not only reached the target of 20,000 followers but exceeded it, now approaching an incredible 50,000. We also surpassed 22 million views and 500 thousand engagements.
When it comes to other social networks, on Instagram, we achieved 10 million views, 200 thousand engagements, and gained 5,000 new followers. Additionally, we attained 12 million views and 60 thousand engagements on Facebook.
In total, we achieved 44 million views, nearly a million engagements, and gained 45 thousand new followers—all completely organic and with ZERO budget invested in advertising!
But, as we often say, when we love what we do and have the client's support, then the results are guaranteed!
Watch the Case "Polovnjaci: From Yugo to Mercedes in 6 Months":