hyundai
Hyundai Maximizes Buzz Across 11 Global Markets with an Integrated Organic & Paid Campaign
Hyundai World Cup Results
Hyundai combined creator-led Branded Buzz with paid In-Feed Video View campaigns across 11 markets to build World Cup buzz, generating about 14,000 videos, 794.3 million hashtag views, and statistically significant Brand Lift Study results in eight markets.
- Video views were 5.8 times higher than Hyundai's previous World Cup campaign.
- Engagement rate was 46% above the Branded Buzz benchmark.
- Perceptions of Hyundai as an “innovative brand” rose by an average of 7.5 percentage points.
Campaign Objectives
Hyundai aimed to reinforce its image as an innovative brand by showcasing Atlas and to generate significant buzz by tapping into the sporting and cultural excitement surrounding the World Cup.
To this end, the brand developed a World Cup-linked campaign built around a narrative in which Atlas develops an interest in football and learns to play. The campaign introduced the “Ghost Rabona,” a highly technical football move, to give football fans a new talking point.
Solution & Outcome
Hyundai launched an integrated paid and organic campaign across 11 global markets, combining creator-led Branded Buzz* with an In-Feed Video View campaign. The brand first leveraged Branded Buzz to maximize creator participation and campaign buzz, encouraging creators to attempt the “Ghost Rabona” move or create videos of themselves reacting to Atlas.
*Branded Buzz: A TikTok One feature that enables advertisers to collaborate with creators on large-scale organic campaigns to amplify key brand campaigns.
This generated approximately 14,000 videos worldwide, with an engagement rate 46% above the benchmark. France and Brazil delivered particularly strong engagement rates, exceeding their respective benchmarks by 2.56 and 1.83 percentage points, demonstrating the effectiveness of creator-led organic amplification.
The In-Feed Video View campaign further expanded Hyundai’s global brand visibility. Over the five-week campaign period, the hashtags #Hyundai and #SchoolofFootball generated more than 794.3 million video views—5.8 times the views recorded during the 2022 FIFA World Cup campaign and 3.0 times those recorded during the preceding five weeks.
The 6-Second Video View campaign also delivered statistically significant brand lift in eight of the 11 markets. Most notably, perceptions of Hyundai as an “innovative brand”—a key campaign objective—increased by an average of 7.5 percentage points. Hyundai also ranked second among all World Cup sponsors in PR share of voice (SOV). Together, these results underscored the campaign’s success in strengthening Hyundai’s innovative brand image and generating widespread buzz.
Your questions, answered
Business Help CenterWhat was Hyundai trying to achieve?
Hyundai wanted to strengthen its image as an innovative brand and create buzz around Atlas during the World Cup. The campaign used a story in which Atlas learns football and introduced the “Ghost Rabona” move as a new talking point for football fans.
How did the organic and paid campaign work together?
Hyundai ran an integrated campaign across 11 global markets. The organic side used creator-led Branded Buzz to encourage videos attempting or reacting to the “Ghost Rabona,” while the paid side used an In-Feed Video View campaign to expand brand visibility.
What results stood out most?
The campaign generated about 14,000 videos worldwide and an engagement rate 46% above the Branded Buzz benchmark. Over five weeks, #Hyundai and #SchoolofFootball reached more than 794.3 million video views, and brand lift was statistically significant in eight of 11 markets.