AIKO Solar Case Study: TikTok KOC Boosts Brand Awareness

The Challenge: Breaking Through the Noise in Vietnam’s Solar Market

The Vietnamese solar energy market is crowded and competitive. For AIKO Solar’s campaign at Solar & Storage Live Vietnam 2026, the primary challenges were threefold:

Audience Skepticism: Vietnamese consumers are highly concerned about the initial investment cost, product durability, and the “shading effect” (where panels lose efficiency when partially covered).
Platform Distribution: The initial strategy relied heavily on Facebook Experts, which yielded minimal organic reach (under 3,000 views).
Message Resonance: While the product had strong technical specs, the campaign needed to translate technical benefits into relatable, everyday pain points to drive engagement and leads.

The Goal: Shift consumer perception from passive awareness to active purchase consideration, while maximizing organic reach without paid ads.

The Strategy: Pain-Point Storytelling and Creator Precision

To address these challenges, AIKO Solar pivoted to a hybrid strategy focused on relevance, platform optimization, and credibility.

1. The Platform Shift: TikTok-First Distribution

Data from the campaign revealed that Facebook was ineffective for organic seeding. The strategy shifted focus to TikTok Short-Form Discovery, which delivered 99.6% of total views (864K of 868K). This allowed the content to appear in discovery feeds, rather than relying on existing followers.

2. Creator Mix: Mid-Tiers and Mass KOCs

The strategy utilized a tiered approach:

Home-Tech Mid-Tiers: For high-engagement, demonstration-driven content.
Household Mass KOCs: For broad reach and viral potential.

3. Content Framing: The “3-Step Hook” Formula

Based on top-performing content, the strategy centered on a specific narrative flow:

Step 1: Hook with a Pain Point. Open with relatable issues (e.g., “High electricity bills in summer” or “Does shading ruin performance?”).
Step 2: Resolve Key Concerns. Address the “Warranty” (15-30 years) and “Shading Performance” (ABC/All Back Contact technology) directly.
Step 3: Lead with Credibility. Integrate expert interviews or on-site staff to convert curiosity into trust.

Measurable Outcomes: Turning Views into Value

The data-driven pivot resulted in significant, measurable success across awareness, engagement, and conversion intent.

1. Audience Reach & Distribution

Total Views: 868,000+ across the campaign.
Platform Dominance: TikTok generated 864,000 views, compared to Facebook’s paltry 3,800 views.
Viral Performance: Creator duyninhcouple (9,000 baseline views) achieved 28,600 views—a 318% overperformance.

2. Engagement & Message Resonance

Highest Engagement Rate: A video by mei.mei.oi achieved a 32.1% Engagement Rate (campaign average was 2.2%), despite modest views (5,873). This proved that deep message resonance is more valuable than sheer reach alone.
Top Performer: Creator cala.house generated the highest absolute engagement (6,144 engagements) through a “high electricity bill” hook.

3. Sentiment & Sales-Readiness

Positive Sentiment Drivers: The “15-30 year warranty” was the single biggest trust signal mentioned in comments.
Purchase-Intent Signals: The campaign successfully moved the needle beyond passive watching:
- Generated genuine leads (e.g., “Contact info for consultation?”).
- High levels of questions regarding installation and pricing indicated the audience was in the “evaluation stage” of the buyer journey.

Key Takeaways for Your Next Campaign

Prioritize Pain Points: Don’t just sell the product; solve the problem (electricity bills, shading anxiety).
Credibility Converts: Viewers trust expert KOLs and staff interviews to validate complex claims like efficiency and warranty.
Always Optimize for Discovery: Facebook Reels didn’t work; TikTok discovery feed did. Match the platform to the delivery method.