Mazda: Shifting into TikTok

Mazda isn’t just about building cars—it’s about creating experiences that spark joy, excitement, and connection. On TikTok, that meant embracing the platform’s culture with a fresh, trend-savvy approach that put fun and authenticity in the driver’s seat. Instead of simply showing off vehicles, we helped Mazda tap into storytelling, humor, and community-driven content to turn casual viewers into passionate fans.

By leaning into TikTok’s trends and dynamic, short-form creativity, we built “MazdaTok”—a space where the brand’s playful spirit thrives. Our strategy turned fleeting trends into lasting connections, making Mazda a standout among automotive brands in the short-form content space. The approach included:

• Trend-driven storytelling that keeps Mazda top-of-mind in fast-moving conversations.

• Community-first content that speaks to car enthusiasts, first-time buyers, and TikTok’s broader culture-driven audience.

• Event coverage and behind-the-scenes moments that feel spontaneous, authentic, and shareable.

• Evergreen content formats that balance trend participation with Mazda’s signature brand personality.

Results: Full Speed Ahead

• Mazda’s TikTok audience doubled in just two quarters, reaching over 3M+ organic video views.

• A standout 5.03% engagement rate by view, well above the industry benchmark of 3.3%.

• Though TikTok accounts for just 0.31% of Mazda’s total social audience, it drives one-third of all cross-channel engagement—entirely through organic content.

By embracing TikTok’s culture rather than forcing a traditional brand presence, Mazda moved into a new social platform to craft a true brand experience—a joyride into the hearts and minds of a new generation. With this momentum, Mazda is committed to forging connections between people and the road. It’s not just about driving—it’s about moving and being moved.