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BYD is the world's leading manufacturer of electric vehicles, and one of the most ambitious players in the energy transition in Europe. A pioneer in China with decades of battery research, the group decided to massively accelerate its deployment on the French market in 2024.
However, the challenge was real. In France, BYD started from almost zero in terms of spontaneous fame. Faced with Tesla, Renault, Volkswagen or Peugeot — brands that have been rooted in the collective imagination for decades — establishing themselves among the general public required a communication strategy radically different from what the automotive industry usually produced.
It was not a question of budget. It was a question of approach.
Why did they contact Esekai
The marketing teams at BYD France identified TikTok and Instagram Reels as the channels to prioritize to reach 25-45 year olds — the main target for the acquisition of premium electric vehicles.
Their usual productions — long commercials, institutional visuals — did not work on these platforms. The completion rate was low. The CPC was high. The algorithms did not favor them.
They needed someone who really understood the codes of TikTok and Instagram. Someone who knows how to write a hook that hooks in 2 seconds and who masters the vertical format from A to Z. That's what led them to contact us.
