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3 Consumer Electronics Brands in Southeast Asia Whose TikTok Campaigns Redefined Marketing

The consumer electronic market is worth $1,057.00 bn in 2022 and is expected to grow annually by 1.82% by 2026. The low growth can be attributed to the COVID-19 pandemic and the subsequent lockdowns.

The lack of growth in the industry makes it imperative for consumer electronics brands to come up with unique marketing ideas that can help them scale the challenges of low growth and massive competition that currently exists in this sector. However, leveraging the potential of existing marketing avenues like TikTok can help brands just like it helped these three consumer electronics brands.

1. Acer Philippines

Acer is a multinational hardware and electronics corporation that specializes in advanced electronics technology.

Their Objective

Acer wanted to connect with fans and show the various ways in which technology has broken down barriers and helped them stay connected and creative to promote its annual Acer back-to-school campaign.

Solution & Approach

Acer launched a music-centric Branded Hashtag Challenge to enhance Acer’s purpose-led brand imagery and the emotional appeal of Acer Day 2021.

Acer sought help from popular artists to come up with a custom song for the campaign called “Live Your World”. The brand teamed up with many TikTok creators to interpret the theme song in their own creative styles and encourage their fans to join in. Acer also promoted the #AcerDay2021 campaign on other platforms and provided campaign visuals for participants to make their videos better.

The Result

The TikTok campaign proved exceptionally successful for Acer as the #AcerDay2021 Branded Hashtag Challenge registered 80 million total views. The campaign led to the creation of 120K videos and the engagement in these videos breached the 10M mark.

2. Philips Indonesia

Philips Indonesia had launched an air fryer to ease the burden of whipping up a meal and was looking for ways to promote it.

Their Objective

Philips sought to reach Indonesians and drive product awareness for its air fryer in Indonesia.

Solution & Approach

Philips ran a broad campaign with TikTok’s Hashtag Challenge and Branded Effect to get people excited about their air fryer

It encouraged users to submit videos of themselves dancing along to cheery music under the hashtag #AirfryerMaster. The Branded Effect came with an interactive filter that showed certain food items that can be cooked using the air fryer. Users could flash one of three hand gestures- show their palm, thumbs up, or a peace sign. This would make different food stickers appear on the screen

Philips also used TopView ads to drive more users to the challenge page. Moreover, it employed clickable Brand Premium In-Feed Ads.

The Result

The TikTok campaign turned out to be a great success for Philips Indonesia as its Branded Hashtag Challenge raked in 3.18 billion video views and 1.54 million created videos. Also, it resulted in a 3.2% lift in Philip’s ad recall.

3. OPPO Malaysia

OPPO is a camera phone brand that specializes in designing innovative mobile photography technology and is used by people across the globe.

Their Objective

OPPO was looking for a way to drive mass awareness and deep engagement for its new smartphone F11 Pro in Malaysia.

Solution & Approach

OPPO conducted its first branded campaign on TikTok- a Hashtag Challenge-themed #LightUpF11Pro, where ‘Light Up’ referred to its key selling point.

The campaign was focused on young Malaysians for which OPPO launched bilingual Branded Music in the Hashtag Challenge. It offered prizes that included a brand-new OPPO F11 Pro and cash. 2 influencers and 2 celebrities also filmed official videos that illustrated a “take a photo” gesture dance highlighting the phone’s powerful camera function.

The Result

The TikTok campaign performed outstandingly well for OPPO with the #LightUpF11Pro hashtag challenge receiving more than 6 million video views. Also, it led to over 7,000 user-published videos and 326,000 likes during the campaign period.

Bottom Line

TikTok has cemented its position as a highly reliable marketing avenue and can come in handy for brands looking to reach out to a young audience. With its wide range of features such as TopView Ads, Branded Hashtag Challenge, Branded Effects, and In-Feed Ads, TikTok can offer companies a highly engaging platform to market themselves. But that would require some solid planning and amazing content for optimal results.


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