BYD Digital Marketing Strategy

This presentation analyzes BYD’s digital marketing strategy in Europe, focusing on engaging younger EV buyers and reshaping brand perception. It includes current practices, insights from internet-based analysis, and actionable recommendations—such as influencer campaigns, cultural collaborations, and event partnerships. The project also has the unique opportunity to be presented directly to the VP of BYD Europe, providing strategic advice for their digital growth.

Transcript

1. Presented By Aude, Juan, Ugo & Félix WHO GONNA WIN THE RACE? WHO GONNA WIN THE RACE? VS VS
2. Company Overview Analysis (5 ways to use internet) Recap, remarks and goals Recommandations TABLE OF CONTENTS
3. BYD OVERVIEW BYD France 4M Units (2024) 1st EVs Company First Launch in October 2022 40 Dealerships In France Location - Location - Lo cation - Locatio n - Location - Lo cation - Source: Estimated plug-in electric vehicle sales worldwide in 2024 - Statista
4. COMPANY OVERVIEW THE ONE BEHIND TESLA Google Trends searches in the last 5 years BYD (Red) vs Tesla (Blue) in France.
5. COMPANY OVERVIEW ...WHO CATCHES UP Source: BYD [...] Largest EV Maker - Statista Source: Tesla et BYD au coude à coude - Statista
6. COMPANY ANALYSIS
7. INFORMATION Official Website Newsletter Available from Website But old & sparse content Press & News Release Some but not consistent (france 24 Documentary)
8. PURCHASING Official Website Online Vehicle Configurator Allows customers to explore and personalize models (Atto 3, Dolphin, Seal ...) Dealer Locator & Test Drive Users can locate the nearest dealership and schedule a test drive
9. ORGANIZATION BYD App & Vehicule services Software updates Battery monitoring Maintenance scheduling But underdeveloped compared to competition
10. EXCHANGE A human “ChatBot” available in french within their website BYD Social Interactions Weak forum activity Lack of reactivity regarding UGC content No centralized based with tutorials or guide
11. ENTERTAINMENT BYD Social Content Underutilized, weak community No lifestyle or pop culture content No celebrity collabs (vs. Tesla) Events & Sponsorships No major partnerships in France Formula E: not official yet, early steps only
12. WRAP-UP BAD Low Digital Visibility in France Inconsistent Content Strategy Across Channels Negative Bias Against Chinese Brands GOOD Tesla’s Decline + Tariff War → Position as the Smart Alternative Booming EV Market in Europe Supportive EU Green Policies & Incentives
13. BRAND AWARENESS
14. Make BYD known all across France as a serious EV player. OBJECTIVE TARGET Every French person
15. Influencers: STRATEGY X GMK - 2.5M
16. Paid media: STRATEGY Classic display Video Ads Targeted pre-rolls Influencers SEA
17. ADVERTISING META ADS Source: Meta Ads Library
18. MASS APPEAL + GIVEAWAY BYD
19. KPIS Reach Visits Impressions
20. BRAND IMAGE
21. 1- Generate a positive image of the brand 2- Change from the association with China OBJECTIVE Customer of Tesla TARGET
22. Men 71% Women 29% WHO IS TESLA’S CUTSTOMER? Average income around 150.000 € Median age around 48 years Technological Affinity & Environmental Awarness Family man Source: Tesla owner demographics - Hedges Company
23. Influencers: STRATEGY X NANO/MICRO INFLUENCERS Tech Car Eco-Lifestyle
24. Influencers: STRATEGY X Source: Pog Youtube Channel & Top Gear - BFM TV POG - 1.3M
25. Earned Media: STRATEGY Lifestyle UGC Tutorials Features Reviews Behind The Scene Events
26. CONTENT STRATEGY 01 02 Push BYD drivers to share videos Hashtags + repost strategy UGC & TRENDS “BYD in my life” → Feature families, tech-savvy couples, green-minded professionals LIFESTYLE Trend Insta
27. CONTENT STRATEGY TUTORIAL + LIFE HACK #MYBYD
28. KPIS Engagement Rate Sentiment Score (SM Listening) Share of Voice
29. Presented By Aude, Juan, Ugo & Félix WE GUESS IT’S YOU WE GUESS IT’S YOU WHO GONNA WIN THE RACE? WHO GONNA WIN THE RACE?