Objective

Humanize Hyundai and engage consumers through a series of chaptered videos with Tom "Chef Reactions" and Amaury Guichon, keeping viewers entertained and leaned into what was next across multiple campaigns:

• Launch: IONIQ 6 
• Tucson Owner's Stories: It's Your Journey 
• Sustain Campaign: IONIQ 6

Strategy

Through deep social listening, Hyundai observed that @amauryguichon, a creator known for making intricate chocolate sculptures, and @chefreactions, who's known for duet videos in which he reacts to outlandish food creations—including those from @amauryguichon — had captured the hearts of TikTok.

And, as luck would have it, @ChefReactions is also a long-time and proud Hyundai owner.

Hyundai leaned in and partned with the Creators on 4 videos.

• IONIQ 6 Launch: 
  • IONIQ 6 made its TikTok and *campaign debut* with a chocolate rendering of the vehicle by famous chocolatier Amaury Guichon. Followed by a video from famously hilarious and endearing Chef Reactions responding to the gorgeous creation, adding his signature ratings signoff, BUT in this case the confection earned a “100/10, I’d eat it” with a “And 10/10 I’d also drive it.” 
  • Originated by Hyundai, the formula has since been replicated by many, but after all, immitation is the sincerest form of flattery.
• Tucson Owner's Stories: It's Your Journey 
  • Hyundai's mantra is #ItsYourJourney. Your journey is your story. Not just where you’re from, or where you’ve been, but where you’re headed. And where you dream to go. As a proud Hyundai owner, ChefReactions explained how Hyundai changed his life, sharing how he went from line cook to content Creator from "just plain old driving a Hyundai to a #HyundaiPartner." Going on to thank Hyundai saying, "Thanks for kick-starting this journey...and it's only getting started" 
• IONIQ 6: Sustain
  • The series culminated in a "meeting of the chefs." Following all of the excitment at the intersection of the chefs' content, and hundreds of comments from consumers saying they wish the two would meet, Hyundai brought the chefs together.  @ChefReactions visited @AmauryGuichon's famous Pastry Academy in Las Vegas to retrieve the chocolate IONIQ 6 Amaury had created and roadtrip it back to Hyundai in Los Angeles. Not only did the road-trip bring the chefs together, it also showed how easy it is to drive from Las Vegas to Los Angeles in an electric car.

Results

Over the course of 4 videos and three campaigns the videos saw...

• 224MM Video Views (watched by nearly 2/3 of the US population!)
• 2.1MM Likes

IONIQ 6 Launch:

• TikTok Brand Study saw lift across all 4 metrics: Ad Recall, Brand Awareness, Familiarity, and Brand Association
• The highest lift was detected at +13.1pts for Ad Recall.  (TT auto benchmark = +3.5pt)
• The campaign resulted in TWO case studies from TikTok
  • Case Study #1: Featured the collaboration between @amauryguichon and @chefreactions
  • Case Study #2: Full campaign overview dubbinb it, "a masterclass in co-creation and community storytelling" 
• Stats:
  • Amaury Video #1:
    • 36.8MM Views
    • 1.1MM Likes
    • 5,907 Comments
    • 33.8K Saves
  • Chef Reactions / Amaury Video: 
    • 38.6MM Views
    • 687K  Likes
    • 7,252 Comments
    • 51,66 Shares

Tucson Owner's Stories:

• 14.1MM Views
• 42.8K Likes
• 1134 Comments
• 233 Saves

IONIQ 6 Sustain:

• TikTok Brand Study lifts across 3 questions
• Ad Recall + 9.1% - outperforming Kantar norms by 2x
• Stats:
  • 134.3MM Views
  • 352.2K Likes
  • 6,846 Comments
  • 5,474 Shares

Media