Association of National Advertisers Presents the 2023 Driving Influence Award to QYOU Media for Its ‘Okay Hyundai’ TikTok Campaign
QYOU’s collaboration with Culture Brands for Hyundai successfully engaged black TikTok influencers to drive consideration and excitement among African-American consumers for the brand’s award-winning electric vehicle, the 2022 IONIQ 5.
CHICAGO (February 14, 2023) — The Association of National Advertisers (ANA) presented the 2023 Driving Influence Award to QYOU Media, in partnership with Culture Brands, for Hyundai’s ‘Okay, Hyundai’ campaign during the Chicago Auto Show’s Media Preview. The annual award is given to a manufacturer that harnesses the power of influencer marketing to engage automotive customers. This year’s award highlighted campaigns with a special emphasis on reaching diverse audiences, and communities, including women, BIPOC and LGBTQ consumers.
To launch the 2022 Hyundai IONIQ 5 and the 2023 Palisade SUV, the team embraced the brand’s award-winning OKAY Hyundai umbrella theme to deliver campaign-specific goals of expanded awareness, purchase consideration and audience engagement through culturally relevant content for Black consumers. QYOU Media partnered up with Black creators and influencers to inspire users to take new adventures with two of its flagship vehicles: IONIQ 5, an award-winning and game-changing electric vehicle that fits seamlessly into user’s everyday lifestyles, and the enhanced Palisade SUV.
QYOU Media, a media company powered by the Creator Economy, identified 11 Black Creators and, together with Culture Brands, developed a two-phase digital influence campaign. Together, they created a viral campaign for both the ultimate family vehicle and benefits of an electric lifestyle. Creating an interactive social media presence through TikTok, the wide-ranging digital video campaign featured AA communities’ top influencers, custom creative, in-house content production and content amplification.
“I want to thank the ANA and the Chicago Automobile Trade Association for recognizing the impact of this campaign,” said Glenn Ginsburg, President of QYOU Media. “It was an honor to recognize and celebrate authentic Black voices in a culturally relevant way alongside Culture Brands and Hyundai. It was not only fun and exciting content to watch, but it generated view rates and engagements that surpassed our own expectations.”
The campaign produced 10.5 million video views and 523,000 engagements for an overall engagement rate of 4.98 percent on TikTok. One of the main reasons to partner with influencers was to leverage their credibility with their audiences to generate purchase consideration for the vehicles and increase favorability for the Hyundai brand.
"The ANA is thrilled to present the 2023 Driving Influence Award to Hyundai for how they creatively engaged black TikTok influencers to reposition Hyundai in the eyes of African-American consumers as a sleek, trendy, futuristic vehicle,” said Leah Marshall, Senior Director, Influencer Marketing at the ANA.
Past Driving Influence Award recipients include Toyota (Family Trails), Mitsubishi (Kids Talk Safety), Hyundai (Santa Fe Launch), and Honda (Drive Your Fun).
For more information on the 2023 Chicago Auto Show, visit www.ChicagoAutoShow.com. For high resolution photos and b-roll, visit www.ChicagoAutoShow.com/media/online-newsroom-gallery.
###
ABOUT THE CHICAGO AUTO SHOW
First staged in 1901, the Chicago Auto Show is the nation's longest running auto exposition in North America. The show is produced by the Chicagoland's new-car dealer association, the Chicago Automobile Trade Association, which has staged the show since 1935. The 20223 public show is Feb. 11-20 at McCormick Place. For more information and the latest updates, visit ChicagoAutoShow.com or Facebook.com/ChicagoAutoShow.com.
ABOUT THE CHICAGO AUTOMOBILE TRADER ASSOCIATION
Founded in 1904 and located in Oakbrook Terrace, the Chicago Automobile Trade Association is comprised of more than 400 franchised new-car dealers and an additional 150 allied members. The group’s dealer members employ about 19,000 people in the metropolitan area. The association has produced the world famous Chicago Auto Show since 1935. For more information, please visit www.CATA.info.
MEDIA CONTACT:
Mark Bilek
Senior Director of Communications and Technology
Chicago Automobile Trade Association
Office: (630) 424-6082
Cell: (847) 652-0632
Email: mbilek@drivechicago.com
Hayley Feichter
Communications and Marketing Manager
Chicago Automobile Trade Association
Office: (630) 424-6002
Cell: (419) 506-0885
Email: hfeichter@drivechicago.com