BMW – CONNECTING TO A GEN-Z AUDIENCE ON TIKTOK

THE BACKGROUND:
BMW had a challenge with the younger generations who saw them as being old fashioned and boring. BMW wanted to change this ASAP.


THE IDEA:
We were given free reins (ish) to the BMW TikTok account and got tasked to come up with a creative direction that’d make millennials and Gen-Z fall in love with them.

To do this, I decided to ditch the glossy look and feel for something a bit more off the cuff; and started to create TikToks rather than ads. The results? By focusing on trends and collaborating with creators, we not only started to produce content that spoke with millennials and Gen-Z, but my creative strategy and direction helped grow the channel from 100,000 followers to almost 2M.

TikTok themselves were impressed that they named BMW as the leading automotive brand on the platform. Now, that deserves a pat on the bonnet if you ask me.