The Challenge

The objective was to increase awareness for Bentley’s official TikTok account launch, targeting a new and dynamic audience. A strategic partnership was formed with @LondonRealEstate, led by Toby, a prominent figure in luxury real estate on TikTok. Understanding TikTok’s content style and user behavior was crucial to engaging with the platform’s younger, visually-driven audience.

The Solution

The content concept involved developing synergy between Bentley’s new Bentayga Hybrid Model and the luxury real estate world, focusing on lifestyle, sustainability, and sophistication. The creative approach aimed for authentic, organic content that resonated with the TikTok audience, showcasing the intersection of luxury cars and high-end real estate. Videos were crafted to highlight the elegance of the Bentayga Hybrid Model in the context of luxury living and real estate.

The Results

The campaign achieved 676,000 views and 50,000 likes on TikTok, significantly enhancing Bentley’s visibility on the platform. It successfully reached a younger demographic, aligning Bentley’s heritage with modern luxury lifestyle trends. The campaign demonstrates Bentley’s ability to adapt its luxury brand for a modern, digital audience, marking a strategic move towards innovative, digital-first marketing approaches that resonate with a younger, more diverse consumer base.

Conclusion and Future Directions

This campaign demonstrates Bentley’s ability to adapt its luxury brand for a modern, digital audience. The successful integration of luxury automotive and real estate on a platform like TikTok signifies a strategic move towards more innovative, digital-first marketing approaches, resonating with a younger, more diverse consumer base.