Description

To promote HAVAL cars on social media, we leveraged Telegram Ads’ ability to serve ads to specific channels. We created personalized creatives tailored to competitor channels to playfully troll them right in their own spaces.

We selected the largest competitors by audience size and produced a series of creatives for each—varying in tone and boldness but built on a single framework. Each creative included provocative, humorous references that were instantly picked up by the competitors’ subscribers. In total, we launched 25+ creatives across the 7 biggest competitors, ensuring the campaign wasn’t just a one-off.

The creatives quickly sparked discussion across audiences—from car owners to marketers. As a result, we improved ad conversion rates and, at the same time, generated free multi-million earned reach that effectively paid for the entire campaign.

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Project period: 1.09.2024 — 1.10.2024

Credits

Haval (Client):
Deputy Marketing Director,  Polina Langbort
Head of Digital Marketing: Ekaterina Cherbar
Senior Social Media Specialist, Haval: Kirill Kononenko
Social Media Specialist, Haval: Anastasia Bashkirova

Panda Digital (Agency):
Creative Director: Andrey Parshenin
Account Group Head: Dasha Pleshanova
Senior Editor: Lena Larina
Copywriter: Akim Lyakhov
Media Planning: Maksim Kulikov, Daniil Epifanov