By clicking “Accept”, you agree to the storing of cookies on your device to enhance site navigation, analyse site usage, and assist in our marketing efforts. View our Privacy Policy for more information.
We at ZeroLight are incredibly proud of our collaboration with Kia, Innocean, and TikTok to launch the groundbreaking Kia TikTok Creator Configurator. This project wasn't just about creating a new tool; it was about reinventing how a new generation connects with a vehicle.
The challenge: Meeting the modern shopper
The key demographic of compact sedan shoppers is a mobile-first audience with a preference for fast, engaging content. This is a generation that lives on TikTok, a platform that has seen enormous growth, adding millions of new users and significantly increasing its older user base.
The challenge was clear: how could we transition the deep-dive configurator experience into the immediate, engaging world of social media to meet future Kia purchasers where they are?
Strategy and execution: A seamless TikTok experience
Together, we developed the Kia TikTok Creator Configurator for the all-new 2025 K4 compact sedan. This wasn't a static website embedded in an app; it was an entirely native, video-driven configuration experience designed exclusively for the TikTok platform.
The genius of this collaboration was the seamless integration of vehicle configuration into the familiar TikTok user journey. By leveraging the platform's vertical-swipe format and incorporating the 'heart' function with new functionality, users could build their K4 without ever leaving the app.
Our execution involved:
Creator collaboration: Partnering with eight popular TikTok creators to produce unique, entertaining video transitions for the most popular K4 trims and options.
Native interface: Users start their journey from a promotional ad with a simple 'start' button. They vertically swipe through augmented reality videos for trim levels, 'heart' their favorite, and then repeat the process for exterior color and interior options.
The final build: Once the configuration is complete, the user is presented with a breakdown of their exact model and a credit list of the creator videos they selected. The build can then be easily shared with a local Kia dealer.
This platform transformed the vehicle build process into the same fun, magical video experience people enjoy every day on TikTok.
The results: Proving the concept
The launch of the Kia TikTok Creator Configurator has demonstrated the power of this new approach. Since going live, the configurator has generated over 300,000 Kia K4 configurations and has accrued over 40 million impressions.
To find out more about adding an interactive car configurator to your next social media campaign, check out ZeroLight's TikTok Automotive Ads solution page.
.jpg)
