Brand: Nippon Pylox
Brand owner: Nippon Paint Malaysia Sdn Bhd
Lead agency: Ensemble Worldwide
Contributing agencies: Sashimi Social Sdn Bhd, AdParlor
Industries: Home improvement
Media channels: Online video, Point-of-purchase, in-store, Search marketing, Social media, Sponsorship - event, property, Word of mouth, advocacy
Budget: Up to 500k
Spray paint is in a niche, highly competitive category. Nippon Paint Malaysia (NPM) wanted its product Nippon Pylox to stand out in the category, but had a limited budget. NPM couldn't afford to target everybody, so it needed to target those who use spray paint.
But who are they?
Using Google Trends, NPM uncovered three communities: cosplayers, graffiti enthusiast and bikers. It then worked with influencers representing each community to create social and video content, point-of-sale material and direct engagement at their events. By tapping into these communities, NPM could increase sales and meet targets for Nippon Pylox.