Campaign details

Brand: Nippon Pylox
Brand owner: Nippon Paint (M) Sdn Bhd
Lead agency: Ensemble Worldwide
Contributing agencies: Sashimi Social Sdn Bhd, AdParlor
Country: Malaysia
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

Executive summary

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, POSM and went on-ground to their events. By tapping into these communities, we increased sales and met targets.

Market background and cultural context