Premium EV
Vehicle Segment
2 Months
Duration
3 (Douyin, Bilibili, WeChat)
Platforms
15
KOL Partners
The Challenge
Build awareness for a new electric vehicle model among China's tech-forward, environmentally conscious consumers — a segment already saturated by domestic EV brands.
Our Approach
Channel One developed a media strategy combining Douyin video content, Bilibili long-form reviews (targeting the tech-enthusiast community), and WeChat articles for in-depth brand storytelling. We partnered with automotive KOLs and tech reviewers rather than traditional celebrity endorsements.
The Process
Competitive Analysis
Mapped domestic EV competitors' digital strategies. Identified content gaps and messaging opportunities for an international brand entering the segment.
Platform-Specific Strategy
Designed distinct approaches for each platform — short-form test drives on Douyin, deep-dive tech reviews on Bilibili, and brand heritage articles on WeChat.
KOL Partnerships
Partnered with 15 automotive and tech KOLs. Focused on authentic reviewers with genuine tech credibility rather than celebrity endorsements.
Content Production & Distribution
Produced platform-native content including cinematic test drive videos, detailed spec comparison reviews, and engineering deep-dives.
Performance & Optimisation
Tracked test drive registrations as primary conversion metric. Optimised content distribution based on real-time performance data.
Strategic Approach
China’s EV market is one of the most competitive automotive segments in the world. Domestic brands like BYD, NIO, and XPeng have built massive digital followings, and Chinese consumers increasingly favour domestic EV brands for both quality and national pride.
For an international brand entering this space, the strategy couldn’t rely on brand heritage alone. Chinese tech-forward consumers evaluate EVs on specifications, technology, and real-world performance — not legacy.
Our approach focused on three principles:
- Substance over brand story — Lead with technology, specifications, and real driving experience rather than brand heritage or lifestyle messaging
- Platform-specific credibility — Bilibili’s tech-enthusiast community demands depth and authenticity. Douyin demands visual impact and entertainment value. Each platform got distinct content
- KOL credibility over reach — Partnered with automotive reviewers known for honest, detailed reviews rather than celebrities or lifestyle influencers
Content Highlights
The most successful content piece was a 22-minute Bilibili video by a respected automotive reviewer, which generated 4.2M views and drove an estimated 1,200 test drive registrations directly attributable to the video’s referral link.
On Douyin, a series of cinematic test drive videos shot in iconic Chinese driving locations (mountain roads in Guizhou, coastal highways near Xiamen) generated strong engagement by combining the vehicle’s performance with visually stunning locations.
Results
45M
Combined video views on Douyin and Bilibili
8,200
Test drive registrations in first month
+18 pts
Brand consideration lift in target segment
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