Village House Management

The Objective

With a head office and seven branches opened in Japan, Village House Management Co is a real estate management company which offers affordable property rental options in over 1000 locations nationwide. After starting their profile on TikTok, they hoped to boost their follower count and generate more leads and customer inquiries on rental apartments.

To do so, they would have to amplify their videos to relevant audiences to bring about authentic engagement and interest in their product: affordable apartments. They recognised TikTok as a suitable platform to test how a creative organic content strategy could help them grow their own community and raise their brand awareness in Japan. Additionally, they also recognised that running ad campaigns with effective video creatives could help them reach new audiences and grow their brand presence on the platform.

The Solution

Village House Management launched a campaign with most of its content revolving around tips on improving daily home life. This relatable content addressed common day-to-day pain points while educating viewers about life hacks that could make home living more convenient and simple.

Through In-Feed Ads, they increased brand visibility through 60-second ads that users could react to, comment on, and share as they typically would for any other post. As this form of advertising is perfectly camouflaged among organic content on the ‘For You’ feed,  users will not feel that their viewing experience on TikTok is being interrupted by an ad. In fact, as the videos contain educational yet entertaining content, they are well-positioned to be more well-received and receive more engagement on the platform.

To further boost engagement with their audience, the ads were also launched with Community Interaction as the campaign objective, which helps target users who are more likely to interact with videos,  elevating the brand’s presence amongst the TikTok community.

The Results

Village House’s 25-day-long campaign led to consistent organic growth with a low Cost Per Follow against previous benchmarks. Compared to other creatives used in previous campaigns, this ad also improved the Cost Per Follow by an impressive 50%.

Larger volumes of engagement were also observed with a total of 38.2K impressions and a high engagement rate of 4.2%. On top of that, they also received more inquiries about their apartments and achieved lower funnel conversions over time.

Through this campaign, they learned that short-form video content focusing on life hacks performs well on TikTok and encourages authentic engagement. Moving forward, Village House Management plans to continue investing time and resources in making creative videos primed for audience engagement, focusing on building brand awareness and full-funnel campaigns to drive sustainable conversions over time.