Tiếng việt
ไทยThe 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:
Move from “technical product communication” to “culture-driven communication”
Launch a new product without sounding like a hardware manual
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
18 KOLs created launch videos
Branded filter encouraged users to generate their own content
Daikin’s Facebook fanbase was used to drive traffic to TikTok
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
Branded hashtag + filter: “Air Creator” became searchable, ownable content
Facebook → TikTok traffic loop: Daikin repurposed an existing audience to ignite the main platform
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.
