For automakers such as Nissan Motor Co., familiarizing consumers with a new vehicle model presents a marketing challenge.
So, when it came to promoting the official launch of its first all-electric crossover, the Nissan Ariya, the automaker decided to embrace a new approach for the company — deploying a TikTok-first campaign with the help of more than 1,500 creators on the platform.
With this TikTok push, which began Jan. 30, Nissan aims to embed the vehicle’s name in people's minds by teaching them the correct way to pronounce “Ariya.”
But, to avoid boring consumers with a dry pronunciation lesson, Nissan instead invited TikTok creators to share how they pronounce a series of words, including “Ariya,” with an AR filter game. Players are able to choose between two possible ways to pronounce a word with a tilt of their head, so long as their video is labeled with the campaign hashtag, #HowDoYouSayAriya.
Rather than directly contacting individual influencers to partner with for its #HowDoYouSayAriya campaign, Nissan solicited creators to submit videos of themselves trying out the game through TikTok’s Creator Marketplace using the platform’s “branded mission” feature. Essentially a crowdsourcing tool, the feature allows brands to collect thousands of videos from a wide variety of TikTok creators, then comb through the submissions to select a handful of videos to put paid support behind, said Dan Brenikov, head of digital and social innovation for Nissan at TBWA\Chiat\Day.