The Challenge
Daikin, traditionally known for technical B2B and home appliance communication, faced a core problem: How do you make an air conditioner culturally relevant to Gen Z and young Millennials?
This digitally native audience ignores traditional product-feature advertising. They crave entertainment, identity, and participation—not BTUs or energy efficiency specs. Daikin needed to:
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Move from “technical product communication” to “culture-driven communication”
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Launch a new product without sounding like a hardware manual
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Drive mass user participation on TikTok, not just passive views
The Strategy
- Target Audience: Gen Z & Young Millennials – digital savvy, lifestyle-first consumers
- Platforms: TikTok (primary), Facebook (to drive cross-platform traffic)
- Core Tactic: A branded filter challenge – “Air Creator” (Tỏa Khí Chất) – co-created with KOLs/KOCs
Execution
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18 KOLs created launch videos
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Branded filter encouraged users to generate their own content
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Daikin’s Facebook fanbase was used to drive traffic to TikTok
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Paid media amplified the top-performing organic posts
The creative hook was not air conditioning performance. Instead, the filter and hashtag challenged users to express “fresh,” “cool,” or “creative” moments—tying Daikin to a feeling, not a feature.
Measurable Outcomes
| Metric | Result |
|---|---|
| KOL video views | 3,806,723 |
| Engagement rate | 3.85% (well above TikTok’s 2–3% benchmark for branded content) |
| User-generated videos | 632 |
| Total participants (users creating content) | 302 |
| Comments | 450+ |
Why It Worked for SEO & Brand Lift
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Branded hashtag + filter: “Air Creator” became searchable, ownable content
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Facebook → TikTok traffic loop: Daikin repurposed an existing audience to ignite the main platform
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KOL authenticity: 18 creators gave the campaign scale without feeling corporate
Conclusion
Daikin successfully shifted from selling air conditioners to enabling “Air Creators.” By prioritizing a branded filter, KOL partnerships, and user participation over technical specs, the campaign achieved nearly 4M views and a 3.85% engagement rate, proving that even a legacy appliance brand can win on TikTok through culture, not features.
