Nippon Paint Singapore x Mediafreaks

The Objective

Transforming brand presence to brand love on TikTok

Tasked to grow Nippon Paint Singapore’s TikTok channel, digital marketing agency Mediafreaks saw an opportunity to leverage the power of TikTok’s content recommendation platform. Through crafting a refreshed content strategy that would engage audiences on the platform organically, they wanted to build the brand’s presence on the platform. In addition, to amplify the results of their efforts, they also wanted to explore the advertising solutions to reach as many relevant users as possible. Through engaging and interactive content, including creating an animated brand character that would help local audiences connect with Nippon Paint better, they hoped to build brand love and drive online sales.

The Solution

A synergised combination of Video Views, Lead Generation and Smart Creative on TikTok

After gaining a clearer understanding of how TikTok’s users engaged with content, Mediafreaks learnt that humorous content tend to trend better in engagement. Hence, they decided to weave in Nippon Paint’s branding subtly into each piece of content, ensuring that the brand messaging did not overshadow the fun, authentic and engaging nature of the videos. This meant that users would be able to connect with Nippon Paint beyond use cases of their products alone, but keep the brand top-of-mind when it came to home and improvement topics.

When it comes to media planning, Mediafreaks believes that a full-funnel strategy is important. While most small and medium businesses may only focus on conversions due to limited resources, the build-up of exposure in awareness campaigns is important to help advertisers gain a momentum and brand awareness to drive conversions more efficiently down the funnel. By working closely with Nippon Paint Singapore and communicating every challenge and opportunity transparently, Mediafreaks launched a full-funnel campaign with a multi-pronged approach targeting engagement and follower growth, online store conversions and lead generation for inquiries on their professional painting services. For instance, launching a video views campaign on top of their lead generation campaign would allow them to maximise their budgets, as engaged audiences who have viewed their videos would be further targeted to submit their instant form to enquire for their services.

In their lead generation campaign, Mediafreaks also utilised the Higher Intent Instant Form type, which will focus on leads with higher intent by adding a review screen and CAPTCHA after form submission. Structured like a landing page, the Instant Form provides lead data on TikTok Ads Manager that enables advertisers to follow up with prospective customers easily, reducing the need to create a new landing page and CRM system.

With their content and media strategy put in place, Mediafreaks used various types of creatives in their ad campaigns. Through analysing the campaign performance across different creatives, they were able to understand consumer interest and optimise future content by creating videos similar to their best performing creatives. To optimise their campaign further, they leveraged Smart Creative, an automated creative solution that optimises ad creative combinations through ad group fatigue detection and auto-refresh strategies. This results in reduced ad fatigue on Nippon Paint Singapore’s campaign, prolonging their ad group lifespans, and improves cost efficiency over time.

The Results

Making a huge splash and painting a big picture for successful brands on TikTok

By pairing entertaining content with a comprehensive full-funnel media plan, Mediafreaks was able to launch a successful campaign for Nippon Paint Singapore. Their organic and paid efforts led to an impressive total of 23 million video views in 2023, while the lead generation campaign recorded a 62% lower Cost Per Action (CPA) in a two-week campaign from 5-18 Sep, compared to the previous period without using Higher Intent form type and Smart Creative. They observed a 12% decrease in CPM overall while conversion rates doubled.

In growing Nippon Paint Singapore’s presence on TikTok, Mediafreaks took a different approach than that for other traditional social media platforms. While embracing the new territory comes with experimentation and uncertainty, Nippon Paint Singapore placed trust in their partnership and were open to exploring new and unique ways to reach customers on TikTok. Their shared vision thus resulted in success campaigns and a growing community that respond positively to their entertaining content, connecting the brand to trends and humour that would leave a long lasting impression.

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