Case Studies
AI-Powered
A New Era of Vehicle Marketing
Combining AI-generated content with owner-led communities to connect awareness and conversion
Delivered in 7 days, with a 100% increase in form conversion
Executive Summary
At a Glance
An AIGC production pipeline for vertical short videos and owner-led communities connects reach, qualified interest and conversion within a 7-day delivery cycle, improving form conversion rates
Project Context
Context and Challenge
BYD is advancing vehicle intelligence and innovation, with a strong focus on technology-led product experiences
Brand Positioning
Market Challenge
Opportunity for Innovation
Channel Advantage
90-Day Targets
Core Objectives
Clear, measurable business goals tied directly to market performance and conversion
(Up from 3%)
Target Rationale
These goals draw on industry benchmarks and historical data: an 80% retention rate at 3 seconds validates the opening hook; a 6% form conversion rate doubles the industry average of 3%; and a 12% referral rate reflects the growth potential of owner communities.
Strategic Pillars
Three Core Strategies
An integrated marketing system combining technology, customer co-creation and continuous data feedback
AIGC Video Production Pipeline
- Templates: Customer pain-point hook → Real-world proof → Clear call to action
- Scale: Automatically generate 30 variants
- Optimization: Test with small audiences to identify winning variants
- Localization: Adapt for multiple languages and markets
Owner-Led Communities
- Role Progression: Early test-drive participants → Founding owners
- Content Co-Creation: Owner-created reviews and customization stories
- Connected Events: In-person owner meetups and online engagement
- Incentives: Points, exclusive benefits and a sense of belonging
Connected Conversion Journey
- Seamless Handoff: Video calls to action link directly to test-drive booking
- Intelligent Routing: Automatically route leads to dealerships by location
- WeCom Support: Standardized follow-up scripts
- Data Feedback: Track and optimize the full customer journey
How the Strategies Work Together
AIGC delivers content at scale → Owner communities build trust → Connected touchpoints convert interest into action
Together, these three essential elements create a growth flywheel
Standard Operating Procedure
7-Day Delivery Workflow
A complete process from planning to launch, with clear deliverables and owners at every stage
Responsible Teams: Product, Legal, Marketing
Key Checks: Range figures, pricing, financing offers and advertising law compliance
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Creative Direction: Pain points, real-life scenarios, technology and comparisons
Metrics to Track: 3-second retention, video completion rate, click-through rate, and form conversion rate
Optimization Actions: Adjust bids in real time and pause underperforming creative
Selection Criteria: Retention ≥ 75%; cost per form submission ≤ RMB 100
Deliverables: Identify 3–5 winning variants
Community Management: Share top-performing content in owner communities to inspire user-generated remixes
Incentives: Sharing rewards, featured comments, and priority test-drive access
Review Meeting: Align marketing, sales, and product teams
Next Steps: Launch the second round of optimization
Key Performance Indicators
KPI Framework
Make data-driven decisions, with every metric tied directly to a business objective
North Star Metric
Completed Dealership Test-Drive Bookings
The clearest measure of marketing effectiveness, connecting online exposure with offline conversion
Form CVR ≥ 6%
Definition: Form conversion rate = form submissions / landing page visits
Benchmark: Target twice the industry average of 3%
3-Second Retention Increase ≥ 10 pp
Definition: 3-second retention rate = viewers who watch for more than 3 seconds / total viewers reached
Benchmark: Increase retention for winning variants from 70% to 80%+
Community Referral Rate ≥ 12%
Definition: Referral rate = new customers acquired through referrals / total community members
Benchmark: A measure of a healthy community’s ability to drive growth through referrals
| Metric Type | Metric | Target | Tracking Frequency |
|---|---|---|---|
| Traffic | Total video impressions | 5M+ | Daily |
| Engagement | Likes + comments + shares | 100K+ | Daily |
| Conversion | Landing page visits | 50K+ | Daily |
| Conversion | Form submissions | 3,000+ | Daily |
| Owned Community | New community members | 5,000+ | Weekly |
| Sales | Completed in-store test drives | 1,500+ | Weekly |
| Sales | Closed deals | 300+ | 90-day total |
Budget Allocation
Budget Allocation
Total budget: RMB 80,000–150,000 over 90 days, adjusted based on performance
AI Content Generation + Ad Testing
- AI content tool subscriptions: RMB 5,000
- Small-scale ad testing: RMB 10,000
- Scaled ad campaigns: RMB 35,000–75,000
Community Events + Incentives
- Gifts for founding owner members: RMB 10,000
- In-person owner meetups: RMB 8,000
- UGC incentives: RMB 5,000
- Community management staffing: RMB 7,000–17,000
Landing Page + Tracking Tools
- Landing page development and testing: RMB 5,000
- WeCom CRM setup: RMB 3,000
- Analytics tools: RMB 2,000
- Customer reception scripts and training: RMB 2,000–5,000
Budget Optimization Recommendations
- Dynamic Allocation: Adjust the split between advertising and community budgets based on the first 30 days of performance
- ROI Tracking: Calculate customer acquisition cost (CAC) and customer lifetime value (LTV) weekly
- Cost Control: Keep cost per form submission within RMB 100 and cost per test drive within RMB 300
- Contingency Reserve: Reserve 20% of the budget for contingencies or additional investment in high-performing channels
Risk Management
Risk & Compliance
Automotive marketing is subject to strict regulations and reputational risk, making compliance essential.
Key Risks
- Vehicle Specifications: Range, acceleration and charging figures must match product specifications exactly.
- Pricing & Financing: All pricing must receive legal approval; financing offers must clearly disclose interest rates and fees.
- AIGC Intellectual Property Risk: AI-generated visuals may inadvertently include competitor vehicles or infringe third-party rights.
- Data Privacy: Owner communities must comply with the Personal Information Protection Law.
Compliance Measures
- Three-Stage Review: Content Creation → Legal Review → Executive Approval
- AI Detection Tools: Use reverse image search and infringement detection tools.
- Compliance Training: Train community and sales teams on advertising law.
- Crisis Response Plan: Monitor negative sentiment and establish a rapid-response process.
Deliverables
Project Deliverables
Clear delivery standards make outcomes measurable, repeatable and sustainable.
Short-Form Video Package
- 3 complete video variations (9:16 vertical)
- Multilingual subtitles (Mandarin, Cantonese and English)
- Supporting scripts and media placement recommendations
- Editable source files
Test-Drive Landing Page
- Responsive H5 page, designed mobile-first
- Smart form with automatic location detection
- Dealership map and directions
- WeCom QR code link
Community Management Playbook
- First 30 days of programming and content planning
- SOP for recruiting and managing founding owners
- UGC incentives and reward guidelines
- Templates for planning and running community events
Performance Dashboard
- Real-time marketing overview
- Media performance reports
- Community health monitoring
- Dealership test-drive and sales tracking
Success Metrics
Expected Outcomes
Achievable targets grounded in industry data and past experience.
↑ Industry average: 2 million
↑ Industry average: 60%
↑ Industry average: 1,500
10% Conversion Rate
| Dimension | Traditional marketing | AIGC + community-driven | Improvement |
|---|---|---|---|
| Content production cycle | 15–30 days | 1–2 days | 10–15× faster |
| Asset volume | 5–10 sets | 30–50 sets | 3–5× more |
| Customer acquisition cost (CAC) | RMB 200–300 | RMB 80–120 | 60% lower |
| Form conversion rate | 2-3% | 5-7% | 100%+ higher |
Key points
A Repeatable Framework
A framework drawn from the BYD case study, adaptable to product launches across categories.
Scaling with AIGC
Key Elements:
- Standardized templates make creation easier.
- Batch generation creates a broader pool of concepts to test.
- Data identifies the strongest performers.
Community Builds Trust
Key Elements:
- Carefully select founding members.
- Use incentives to encourage UGC.
- A self-organizing culture reduces management costs.
A Closed Loop Drives Conversion
Key Elements:
- One-tap calls to action reduce drop-off.
- Intelligent lead routing improves follow-through.
- End-to-end tracking informs decisions.
The Formula
Marketing Efficiency = AIGC at Scale × Community Trust × Frictionless Conversion
Together, these three factors create compounding growth.
A weakness in any one factor can significantly limit overall performance.
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