How KIA Created the #1 YouTube Ad Canadians Chose to Watch in 2020

Key Takeaways

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The KIA Seltos advertisement was able to claim the #1 spot by featuring the following best practices:

Upbeat Music:

• KIA strategically chose to feature Billie Eilish’s longest-leading Hot 100 No.1 song “Bad Guy” rather than a typical voiceover for their KIA Seltos advertisement to appeal to a younger demographic
• Billie Eilish’s song is a stark contrast to KIA’s typical video advertisements which feature an instrumental piano soundtrack accompanied by a voice over 
• Choose your soundtrack wisely and keep your target audience in mind. Trending YouTube music videos can be a great way to discover the latest music that is resonating with the younger demographic.
  

Smooth Video Transitions

• The editing style of the advertisement featured multiple transitions, which were in sync to the beat of the main soundtrack. This is a common editing style that has been trending on TikTok, which has been proven to resonate with the millennial audience.
  

Vibrant Colours:

• The KIA Seltos ad featured Instagram-style filters, as well as vibrant colors of pink, green, and blue which is a stark contrast to other KIA ads which usually feature muted tones.
  

Choose Actors in the Same Age Range as Your Target Audience:

• Actors featured in this ad was of a younger demographic in their 20s, whereas other KIA advertisements often show actors in their late 30s - 50s or feature young families. By choosing relatable actors in a similar age range, KIA was able to create an ad that resonated with their target audience.

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Every year, YouTube creates a list of “Top 10 Ads Canadians Chose to Watch.” Videos are ranked based on factors such as organic views, paid views, as well as watch time and audience retention.

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In 2020, the KIA Seltos advertisement earned the #1 spot in the Top 10 list.

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The video (English and French versions combined) gained 7M views, making it the most popular video on the Kia Canada YouTube channel.

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KIA Seltos appeals to a younger demographic and calls to “stay stylish and stay connected”, claiming that Seltos is “the perfect fit for your world and everything that comes with it.”

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The video used Instagram-style filters and “standard” car frames shots from different angles. Most importantly, rather than being voiced over, the ad features Billie Eilish’s song called “Bad Boy.”

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The editing of the video featured multiple transitions, which were in sync to the beat of the advertisement’s main soundtrack. This is a common editing style that has been trending on TikTok with the younger demographic.

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The slick editing of the video combined with Billie Eilish’s song resonated with a younger, millennial audience.

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However, there was a fair amount of those who wanted to learn more about the specific features of the car with proper shots of the exterior.

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The use of Bilie Eilish’s catchy tune caught the attention of many viewers as they commented to ask for the name of the track featured in the advertisement.

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In contrast to KIA’s typical video advertisements, the Seltos ad featured upbeat music, vibrant colours, and young actors in their 20s.