The objective
Driving footfall to the stores and boosting in-store purchases
From its humble roots as a consumer hardware store established in Kuala Lumpur in 2005, MR.DIY is now Malaysia's largest home improvement retailer, with a nationwide network of 800+ conveniently located stores offering a wide range of products at low prices.
As the brand carries a large inventory of goods at its stores, its main aim was to drive footfall to the stores and boost in-store purchases. To this end, MR.DIY organised an in-store contest, the "MR.DIY Belanja & Menang Contest", which required shoppers to make a minimum purchase at any outlet to qualify for a chance to win.
To promote the contest online, MR.DIY aimed to leverage the rising popularity of TikTok in Malaysia, notably, its state-of-the-art algorithm designed to direct ads to targeted audiences. In addition to generating more video views and increasing followers, the brand hoped to educate more people about the wide array of products available at its stores.
The solution
Leveraging Spark Ads and Community interaction campaign
MR.DIY's online campaign leveraged TikTok's Spark Ads, a unique solution that allows businesses to build brand awareness and audience loyalty within the TikTok community by elevating and sharing relevant, organic content — in MR.DIY's case, the content was in the form of a video produced by a creator immersed in the exciting experience of shopping at a physical store.
In the video, the creator whisked viewers away on a shopping spree, checking out a succession of pre-selected products while highlighting the attractive array available, various product features and the items' value-for-money pricing. At the end of the video, a clear call-to-action compelled viewers to participate in the contest.
In addition to increasing awareness of the brand and its offerings with Spark Ads in Video Views campaign, MR.DIY also used the Community Interaction campaign which is designed to help advertisers attract followers, profile visits, and community engagement for their TikTok accounts.
The result
Achieving in excess of 145k likes and more than 9M video views in just 5 days
In just 5 days, MR.DIY's video received in excess of 145k likes and achieved more than 9M video views. It also gained more than 15k paid followers and over 75k paid profile visits.
MR.DIY's success showcases the power of TikTok as an effective online platform that can deliver impressive offline sales impact for advertisers. Through TikTok's Spark Ads, MR.DIY was able to further amplify its creative video content seamlessly, making it easier for the TikTok community to engage with the brand in an authentic way.
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