Launching New Car Models Via YouTube

Key Takeaways

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Paid Social Focus — YouTube Video Ads: In 2020, Hyundai shifted their focus from Desktop Display to YouTube ads, with a +755% increase in YouTube spend from May to July. Currently, on average Hyundai spends $915K on YouTube ads each month.

Pre COVID-19, Hyundai focused on desktop display ads on kijiji.ca to advertise new car models. However, when COVID-19 was at its peak around May, Hyundai made a significant investment towards YouTube ads to unveil the new Genesis G70. 

Content & Messaging  — Customized Creative: Hyundai customized their YouTube creative in two ways: localization and audience specific. For the Genesis G70 campaign, Hyundai created localized content specifically for Canadians by using Vancouver and well known Canadian spots as a backdrop. In addition, they created two different videos for two sets of audiences. One general creative was made, which highlighted the exterior and interior of the car which appeals to a broad and possibly older audience. Hyundai then created a second video which appealed to a younger, male demographic that focused on the speed of the new Genesis model. 

Content & Messaging  — “Fashionably Smart”: 30% of the Top 10 YouTube ads highlighted the technological advances that Hyundai has made to their car models, such as Apple Carplay, the Blue Link app, and ambient lighting. Tech features are a forefront of the majority of Hyundai ads - in total they spent over $811K advertising various tech features on YouTube.

Paid Social Tactic  — YouTube Live: For the world premiere of the TUCSON, Hyundai launched a Facebook campaign which directed users to a live stream on YouTube. Live stream premieres generate hype and brand awareness around the product. Hyundai used both branded hashtags (#Hyundai, #TUCSON) as well as a campaign specific hashtag for the premiere (#AllNewtUCSON).
Paid Social Tactic  — Audience Targeting: On Facebook, Hyundai is currently targeting a predominately male audience, who resides in the east coast of Canada. 75% of Hyundai’s Facebook budget was allocated towards Ontario (43%) and Quebec (32%).

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Currently, Hyundai focuses their digital advertising efforts on YouTube, with a total spend of $7.2M in 2020.

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In June, Hyundai shifted their focus from Desktop Display to YouTube ads, with a +755% increase from May to July. On average, Hyundai spends $915K on YouTube ads each month.

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Hyundai took on two different approaches for the launch of their new car models. Pre COVID-19 Hyundai focused on desktop display ads to introduce the Venue model, while during COVID-19, Hyundai made significant investments towards YouTube video ads for the Genesis G70.

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For the Genesis G70 campaign, Hyundai created three different creative versions, testing different target audiences, and video lengths. However, all videos were short-form, under the 30 second mark.

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30% of the Top 10 YouTube ads showcased the technological advances that Hyundai has made to their car models, such as the Blue Link app.

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Hyundai leverages the desktop display advertising channel for promotional messaging, such as their Black Friday deal.

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The top site is kijiji.ca, which makes up 76% ($2.9M) of total display advertising spend, followed by lapresse.ca (French news publication).

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The top Facebook campaign directed consumers to a live stream on the YouTube platform for the world premiere of the TUCSON.

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On Facebook, Hyundai targets males and 75% of their ad spend budget is allocated towards Ontario (43%) and Quebec (32%).

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