Campaign

TikTok Livestream Brandformance Ecosystem

Brand

Omoda & Jaecoo

Success Story

Novaon Digital partnered with Omoda & Jaecoo to build a TikTok content and livestream ecosystem connecting trust-building with business conversion. The case study reports an increase in Share of Voice from 2% to 54.8%, over 188 million earned views, and 94% positive sentiment. TikTok activities generated over 375 qualified leads, contributed 10% of total vehicle sales in 2025, and delivered a marketing ROI of 4.5x.

Background & Objectives

Entering a competitive SUV market with just 2% Share of Voice, Omoda & Jaecoo needed to address scepticism about the quality, durability, after-sales support, and long-term commitment of a Chinese automotive brand. The challenge was to grow visibility, establish credible proof, and turn social interest into consultations, test-drive registrations, and vehicle purchases.

Brand Experience Implementations

The campaign positioned TikTok Livestream at the intersection of branding and conversion, building trust through leadership authority, product evidence, and real interaction. Always-on content featuring executives, KOLs, customers, and dealers enabled audiences to listen, ask questions, and assess the brand’s claims. CTAs, lead forms, and retargeting then guided interested users towards consultations and test drives.

Campaign Objectives

-Increase Omoda & Jaecoo’s awareness and Share of Voice in Vietnam.

-Address consumer concerns and gradually reduce brand scepticism.

-Build social proof and grow positive conversations.

-Collect first-party data, generate qualified leads, and encourage test drives.

-Connect social activities with vehicle sales.

Novaon Digital’s Scope of Work

-Social Teasing & New Media: Short-form content revealing design, technology, comfort, and driving experiences.

-Leadership Communication: Executive livestreams, live Q&A, and executive personal-branding content.

-KOL & Event Amplification: Content featuring Xuân Son and Bảo Ngọc, alongside amplification of brand activities.

-Evidence-based Content: Vehicle experiences, handovers, dealer networks, and test-drive programmes.

-Performance Activation: Connected livestreams with CTAs, lead forms, retargeting, and consultation and test-drive registration journeys.