Pledge to Be Safe
How Hyundai turned a public safety message into 34.6M+ reach and 15.2M+ video views during the pandemic.
The Challenge
At the height of the COVID-19 pandemic, Hyundai wanted to go beyond product communication and take a stand as a safety-first automaker. The brand needed a campaign that reinforced responsible behaviour and physical distancing — while keeping Hyundai top-of-mind with millions of Indians spending more time than ever online.
- Drive maximum video views to amplify Hyundai's safety pledge initiative
- Achieve broad, consistent visibility across Meta platforms
- Reinforce Hyundai's positioning as a socially responsible brand
The Strategy
We built a Meta-led awareness engine designed for reach, frequency and high-quality video engagement — not just impressions for impressions' sake.
- Timely, relevant video content — impactful creative demonstrating safe distancing within Hyundai's existing pledge framework
- Leveraging Meta's reach — deployed across Facebook & Instagram to reach audiences well beyond auto intenders
- Optimisation for video views — bid and creative choices that maximised watch-through
- Consistent messaging — steady, high-frequency delivery to build awareness without fatigue
The Results
A socially meaningful campaign that delivered serious reach and genuine engagement.
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