Kia + TikTok: The K4 Configurator
Social, Innovation, Technology
Agency: INNOCEAN USA
Tech Partner: ZeroLight
Kia USA wanted to make a big impact with the launch of their all-new Kia K4 sedan in the US market. The K4 was a new model replacing the older Kia Forte, and it needed something big to capture the attention of the younger tech savvy consumer. Where is the majority of younger attention spans today? On social media, more specifically on TikTok.
The Kia K4 Configurator
The first-of-its-kind native TikTok car builder. Remember when airline safety videos were little more than nap-inducing instructions? Then boom-dancing flight attendants, hilarious skits, and suddenly safety videos became must-watch entertainment. That’s the vibe we brought to the launch of the Kia K4. For years, auto brands leaned on tired, cookie-cutter car configurators. But with web traffic on a downhill cruise and TikTok zipping past Google search, we knew it was time to shift gears. We threw out the old playbook and hit social media with something bold. Introducing the Kia K4 Creator Configurator: A wildly fun, first-of-its-kind native car builder right where the action is, on TikTok. It’s playful, sharable, and yes, a sales tool that actually gets results.
TikTok @kiausa
Experience the Configurator
AWARDS:
The Shorty Awards WINNER 2025
The One Show MERIT WINNER 2025
ADC Awards SHORTLIST 2025
AICP Awards SHORTLIST 2025
Think LA Awards FINALIST 2025
The Webby Awards HONOREE 2025
Communication Arts WINNER 2025 - Digital Advertising Social Media
AAF Orange County SILVER ADDY 2025
The Kia K4 Configurator Journey
The configurator experience was launched on TikTok through PROMO ADS that we developed with our TikTok creator talent. These ads played to the followers of each creator, on the For You page, and on the Kia handle. Once in the configurator, visitors were entertained as they swiped through creator made videos showing off the different trims, exterior colors, and interiors of the Kia K4. A first-of-its kind car configurator, on TikTok. In the end a custom video is played with the exact options picked through the journey.
Screenshots of the promo video ads shown in TikTok that launched the Kia K4 Creator Configurator, right in the TikTok app itself. These were made by some of creator partners.
In the Kia K4 Creator Configurator experience. Step 1: Choose your trim. Screenshots of the video content users watched to pick a trim level of the Kia K4. Click the heart icon to select, swipe up to see the next video.
Step 2: Choose your color. Screenshots of the video content users watched to pick an exterior color of the Kia K4. Click the heart icon to select, swipe up to see the next video.
Step 3: Choose your interior. Screenshots of the video content users watched to pick an interior of the Kia K4. Click the heart icon to select, swipe up to see the next video.
Step 4: See your build and share. Screenshots of the video content users saw once they configured their Kia K4. Click to share the video of your car with friends, or link out to contact a dealer.
Case Study
With website car configurators feeling stale, boring, and all the same we came up with a brand new first-of-its-kind way to entertain consumers while configurating a new car, all without leaving the TikTok app. The experience was designed to feel integrated with the TikTok interface, using the same navigation methods of swipe up for next and heart to like. This assured a low learning curve for users, and ensured a low drop-off rate.
