Brand: Nippon Pylox
Brand owner: Nippon Paint Malaysia
Lead agency: Ensemble Worldwide
Contributing agencies: Sashimi Social, AdParlor
Industries: Home improvement
Media channels: Online video, Point-of-purchase, in-store, Social media, Sponsorship - event, property, Word of mouth, advocacy
Budget: Up to 500k
Spray paint is a niche and highly competitive category. We needed to stand out but had a limited budget. We couldn't afford to target everybody, so we targeted those who already use spray paint.
But who are they? Using Google Trends, we found three communities: cosplayers, graffiti enthusiasts and bikers. We worked with influencers representing each community and created social and video content and point-of-sales materials (POSM) and went on the ground to their events.