Audio House x Craft Creative

The Objective

For over 30 years, Audio House has been a trusted home and electronics retailer in Singapore, offering competitive prices with loyalty cashback on more than 3,000 products both in-store and online. With their 35th anniversary sale coming up in March 2024, they teamed up with digital marketing agency, Craft Creative, to spark consumer interest in their exclusive promotional offers. To ensure top-of-mind awareness amongst consumers, they needed to reach a wide variety of audiences and strengthen their brand presence with those familiar with the brand. With the hypothesis that their target audience are most active on TikTok, they wanted to explore solutions to produce engaging and compelling creatives and capture leads who they can directly send exclusive offers to.

The Solution

To add a fresh and dynamic appeal to Audio House’s content, Craft Creative leveraged Digital Avatar, an automated dubbing solution powered by artificial intelligence on TikTok. These AI-generated Digital Avatars serve as virtual narrators, seamlessly integrating into various content types such as product demos, explainer videos, gameplay footage, and more. Complete with realistic physical gestures, facial expressions and voiceovers, these Digital Avatars add depth and a human-like quality to videos, making them more engaging to viewers who are used to organic videos on the ‘For You’ feed. Boasting a diverse range of over 100 avatars, each with unique appearances, accents, and languages, creators and advertisers can experiment with different scripts and content styles. This allows them to create multiple videos at scale and discover the most effective combination to elevate their content and captivate audiences.

Using creatives produced with the Digital Avatar, Audio House ran a Lead Generation ad campaign and sought to capture leads at scale. Craft Creative ensured that Audio House’s narrated videos are straight to the point, clearly communicating offers and terms of the upcoming sales so consumers are compelled to click into the ad and submit their details through the native form.

The Result

In just 18 days, Audio House generated over 830 leads on the campaign, while recording a 49.9% lower Cost per Action (CPA) compared to a previous campaign without using videos generated by the Digital Avatar. The campaign made over 3.2M impressions, fulfilling their objective of reaching as many consumers on the platform as possible.

Through their experience, they believe that digital avatars offer unique flexibility to businesses that are looking to produce videos at scale and speed, without the time and cost needed to hire talents, film and edit. In cases where business circumstances change, Audio House would also be able to change the scripts completely and recreate new videos instantly. With innovative creative solutions like the Digital Avatar, advertisers can lower overall production costs and invest their efforts into crafting more varieties of scripts, lowering the barrier to running awareness campaigns and gaining more insights about their audience’s interests.