MG Lead Gen
Transforming Challenges into Opportunities: How MG Motor on TikTok Converted Leads into Car Sales
The Objective
Exploring a New Media Strategy
In a saturated automotive market with the entry of new Chinese brands and the regularization of inventories of established brands in Mexico, they faced several challenges. To address them, they developed a full-funnel strategy that led to an unprecedented achievement: being the first automotive brand in Latin America to achieve sales through TikTok.
Due to the 2020 pandemic, MG Motor realized they had to rearrange their whole strategy to digital media. They soon saw TikTok was precisely the platform they needed to get more impact during those challenging times.
Even though they started with Awareness objectives, once they delved into the solutions offered by TikTok they decided to also go for Traffic and Conversion objectives.
The Solution
Leading the Audience Seamlessly
On September 2023, MG Motor Mexico became the first brand on TikTok Mexico to run a Lead Generation campaign and achieve car sales. This campaign was set up with a higher intention Instant Form in order to keep the users on the TikTok app and not lose them taking them to an external website or landing page. Additionally, they used Display Card to highlight sales/offers and strengthen the message and the objective of the campaign.
TikTok became a strategic ally to the brand and helped them accomplish their innovation goals thanks to its vast portfolio of solutions, even making the brand realize they could do more than they had initially thought.
The Results
Driving Leads into Sales
During November 2022 and October 2023, they reached 432.6 million users and obtained over 20 million website visits.
In just two months of Lead Ad testing (September and October 2023), they obtained 830 leads, with 2 conversions to sales, achieving an ROI of 110%. Their average CPM on the platform is among the best in their media mix at $7.8 MXN, and they have had traffic campaigns with CPC results at $0.55 MXN.
This is just the beginning. In 2024 and 2025, they face ongoing challenges as users become more demanding with content and advertising experiences. Alongside TikTok, they will continue to learn, innovate, and generate results that demonstrate the platform's and brand's capability and potential in performance campaigns.
Source: MG Internal Data, 2023
With the entry of new brands and the regularization of inventories of consolidated brands in Mexico, we were faced with a challenge: the increase in costs and the decrease in conversions. We diversified our efforts in digital media, highlighting TikTok as a strategic ally. MG was launched in Mexico during the pandemic, this gave us a different vision and made us more open to constant innovation, this result is just a small glimpse of the platform's potential.
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