Mazda USA
001
Introduction
Client
Mazda USA
Year
2025
Mazda USA: The #1 auto brand on TikTok
RANDOM helped build "MazdaTok," now the brand's fastest-growing and highest-engagement social channel, and the 2025 Top Auto Brand on TikTok per Rival IQ.
Mazda wanted to show up on TikTok, but not the way most auto brands do. The assignment was to drop the product-forward polish and join the community. We did, and the numbers made the case for doubling down.
001
Introduction
Client
Mazda USA
Year
2025
Mazda USA: The #1 auto brand on TikTok
RANDOM helped build "MazdaTok," now the brand's fastest-growing and highest-engagement social channel, and the 2025 Top Auto Brand on TikTok per Rival IQ.
Mazda wanted to show up on TikTok, but not the way most auto brands do. The assignment was to drop the product-forward polish and join the community. We did, and the numbers made the case for doubling down.
002
Challenges
Mazda had no meaningful TikTok presence in a category where most competitors were posting spec-sheet content to an audience that wanted personality.
TikTok runs on subcultures, humor, and creators who talk back. A new account posting clean car footage into that feed would have disappeared. The brand needed content people would stop for, and a voice that could hold up in the comments section.
002
Challenges
Mazda had no meaningful TikTok presence in a category where most competitors were posting spec-sheet content to an audience that wanted personality.
TikTok runs on subcultures, humor, and creators who talk back. A new account posting clean car footage into that feed would have disappeared. The brand needed content people would stop for, and a voice that could hold up in the comments section.
003
Results
77.4K+ followers. 8.6M+ organic views. 12.5% average engagement rate (7x the TikTok average).
TikTok accounts for 1.9% of Mazda's total social audience but drives 40% of its total social engagement.
We staffed the account with senior community managers who understood TikTok subcultures, not agency generalists. They showed up in comments before expecting comments back. They treated the "Mazda Girlies" and design enthusiast communities as audiences to earn over time. And they ran the comments section as content, not customer service.
In 2025, the work picked up a Global Automotive Marketing Award for brand identity.
003
Results
77.4K+ followers. 8.6M+ organic views. 12.5% average engagement rate (7x the TikTok average).
TikTok accounts for 1.9% of Mazda's total social audience but drives 40% of its total social engagement.
We staffed the account with senior community managers who understood TikTok subcultures, not agency generalists. They showed up in comments before expecting comments back. They treated the "Mazda Girlies" and design enthusiast communities as audiences to earn over time. And they ran the comments section as content, not customer service.
In 2025, the work picked up a Global Automotive Marketing Award for brand identity.
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