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TikTok Ad to Reach Young Audiences

EDB TikTok Ad Featured Img

TikTok is a social media platform known for its short-form videos lasting from 15 to 60 seconds. It is a mobile-friendly social networking application where audiences also learn to be content creators with the assistance of user-friendly built-in video editing features, and it has become a leading online destination for today’s youths.

TikTok hits the nail on the head when it comes to engaging with the youngsters. TikTok reports a Monthly Active User base of 1.3m in Singapore, of which 36% are between the ages of 13 to 17 years old and 30% are between 18 to 24 years old.

If you wish to reach out to the youth segment, TikTok is the place to be.

EDB’s TikTok Ad campaign

Similar to private sector businesses, government agencies also leverage on social media platforms to amplify their campaigns and reach their target audiences.

In July 2020, the Economic Development Board (EDB) tapped into TikTok to encourage Singapore students to take up local engineering jobs. They launched a Brand Takeover ad campaign to reach the local youths.

EDB's TikTok ad

A Brand Takeover Ad is a simple 3 to 5 seconds full-screen static image or soundless video that appears upon users opening the TikTok app, ideal for generating mass awareness and driving website traffic.

Other than brand takeover ads, there are other ad formats available in TikTok. Each may be more suitable depending on the campaign type you want to run. Learn more about TikTok Ads here.

Contact IH Singapore for your TikTok Campaign

IH Singapore is a one-stop media buying agency providing 360° marketing services including TikTok marketing, media buying, video marketing, content creation, and more. 

Ready to hop on the exciting advertising opportunities on TikTok? Schedule a consultation with our TikTok marketing expert to get started.

IH Digital, D38 and ATC are members of the Digital 38 Group.

Digital AdvertisingSocial Media Marketing

3 TikTok Hashtag Challenges to Join this Circuit Breaker Period

3 TikTok Hashtag Challenges to Join this Circuit Breaker Period

One of the reasons TikTok became massively trendy today is because of the current COVID-19 crisis. Many people were forced to stay at home to help prevent the spread of the coronavirus.

Recently, the Singapore government initiated “circuit breaker” measures to curb the spread of COVID-19. As a result, the majority of the workers were compelled to work from home from 7 April to 4 May 2020.

As the situation develops, people have turned to social media to ease their boredom of being stuck at home. Particularly, in TikTok, hashtags greatly flourished, which provided ample entertainment to many of its users.

If you’re on TikTok, you should watch out for these trending hashtags in Singapore today. We’ve compiled here this week’s three most viewed hashtags for you to watch or join.

Screengrab of the #stayathome hashtag archive page on TikTok
Screengrab of the #stayathome hashtag archive page on TikTok

#StayAtHome – Fight Boredom and COVID-19 with this TikTok Challenge

In response to the global fight against COVID-19, TikTok came up with the #StayAtHome challenge saying:

As we adjust to life at home, there is no excuse to slack off! As a true-blue TikToker, there are many activities you can document to show us while you #stayathome!

Using the hashtag, TikTok encourages everyone to stay active while at home. TikTokers indeed flocked to the #stayathome hashtag with their own videos. From singing with their kids to demonstrating home workouts, it shows that there are endless possibilities for you to have fun at home.

As an example, Singapore-based actor and film-maker Jaze Phua took part in the #stayathome challenge with a video while wearing face masks.

@jazephua

With entertainment venues ban, we create our own entertainment ##sgunited ##stayathome ##HandWashChallenge @TikTok Singapore @Douglas Tan @Debra L

♬ original sound – Jaze Phua

To date, the hashtag has a whopping 7.4 billion views from all over the world.

Screengrab of the #LepakAtHome hashtag archive page on TikTok
Screengrab of the #LepakAtHome hashtag archive page on TikTok

#LepakAtHome – Lepak in Your Most Creative Way and Win a Prize!

If you’re going crazy “doing nothing” at your own home, why not lepak and win a prize? The #LepakAtHome hashtag challenge on TikTok invites you to “record a video of what you do to #LepakAtHome in your most creative way possible.”

Either you’re tidying your bedroom or cuddling with your pets, you can do whatever you want in your TikTok video. Again, it has to be your most creative way of lepaking!

This popular Singaporean origami artist, for instance, participated in the contest by showing his knack for the art of paper folding.

@zihaolol98

My kind of ##LepakAtHome 😆Some Art and magic? What’s yours?🤔🤪##AJSpringBreak

♬ Spring Break – AJ Mitchell feat. Rich The Kid

In addition to your recording, you also have to add a particular AJ Mitchell song to your video to join.

When done, post the video on your TikTok profile with the hashtag #LepakAtHome and #AJSpringBreak. Make sure to set your profile to public.

Now with 2.1 million views, the hashtag challenge is a contest by Sony Music Singapore to promote AJ Mitchell’s latest track titled Spring Break. It is available to Singapore and Malaysia TikTok participants and runs until 29th April 2020. Three winners will win some relaxing kit pampering goods. So, give your best in lepaking at home!

Screengrab of the #DoTheLifebuoySG hashtag archive page on TikTok
Screengrab of the #DoTheLifebuoySG hashtag archive page on TikTok

#DoTheLifebuoySG – Be Extra Clean and Safe with Proper Handwashing

With currently 1.9 million views, the new handwashing challenge on TikTok has certainly grabbed the attention of millions of Singaporeans.

Screengrab of the #DoTheLifebuoySG hashtag archive on the TikTok app
Screengrab of the #DoTheLifebuoySG hashtag archive on the TikTok app

Famous Singaporean TikTok influencers like Benjamin Kheng, Jian Hao Tan, Taufik Batisah, Crystabel and even SGAG SG participated in the challenge. Coupled with a few dance moves, some TikTokers also lip-synced to the campaign song titled Do It Right and We’ll Be Alright by Ng Zheng Yao.

Jian Hao Tan – 342.5K followers

@thejianhaotanDo it right and we’ll be alright! ##DoTheLifebuoySG ##extracleanfam ##ad♬ Do It Right and We’ll Be Alright – Ng Zheng Yao

Crystabel – 214K followers

@crystabel_Do it Right and we’ll be alright! ##DoTheLifebuoySG ##ExtraCleanFam ##Ad♬ Do It Right and We’ll Be Alright – Ng Zheng Yao

SGAG SG – 110.3K followers

@sgag_sgSince everyone’s doing it.. here’s our ##DoTheLifebuoySG for the ##ExtraCleanFam LOLL ##fyp ##foryou ##sgtiktok ##dance ##viral ##SGUnited♬ Do It Right and We’ll Be Alright – Ng Zheng Yao

Benjamin Kheng – 15.1K followers

@benjaminkhengWhen the Rona tryna creep on you, you creep on the Rona.Do it right and we’ll be alright. #D#oTheLifebuoySG #E#xtraCleanFam #S#GUnited #A#d♬ Do It Right and We’ll Be Alright – Ng Zheng Yao

Taufik Batisah – 12.6K followers

@officialtaufikbatisahDo it Right and we’ll be alright! ##DoTheLifebuoySG ##ExtraCleanFam ##Ad*♬ Do It Right and We’ll Be Alright – Ng Zheng Yao

Advocating Good Hygiene with TikTok Ads

#DoTheLifebuoySG is an initiative of Lifebuoy Singapore to promote proper handwashing steps. In its campaign description, Lifebuoy said:

Are your loved ones washing their hands right? Lifebuoy challenges you to team up with your fam to #DoTheLifebuoy handwash and be extra clean. Follow our hand washing steps and tag #DoTheLifebuoySG and #ExtraCleanFam. Together, let’s keep Singapore safe!

To spread the word to a larger scale, Lifebuoy also made use of TikTok ads. Through the hashtag challenge ad format, the personal care brand was able to reach nearly 2 million views in a short time.

#DoTheLifebuoySG - Actual TikTok Hashtag Challenge ad by Lifebuoy Singapore
#DoTheLifebuoySG – Actual TikTok Hashtag Challenge ad by Lifebuoy Singapore

Key Takeaway

There are plenty of ways to have fun at home. As TikTok said in its #stayathome brief, you can cook, play games, and laugh at home! In fact, this is the best time for you to take up the online course or language lessons you’ve been planning to do. Who knows? Maybe you’ll get to speak fluent Japanese in a month. Or you can finally play the guitar in four weeks!

But most importantly, we all get to be safe and sound while enjoying being at home. And with that, we also help improve the crisis by staying at or working from home.

After all, the only way to fight boredom is to not slack off and be productive wherever you are – so be it at the comforts of your own home!


IH Digital is a TikTok marketing agency in Singapore offering TikTok ads services to businesses. If you are interested to learn more, click on the button below to speak to our experts.

TikTok Marketing Agency in Singapore - Get Started with TikTok Ads

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UNIQLO Kicks Off First-Ever Multi-Market Brand Campaign #UTPlayYourWorld on TikTok

UNIQLO, TikTok Debuts 1st Multi-Market Brand Campaign

For the first time on TikTok, UNIQLO launched a first-of-its-kind multi-market brand campaign called #UTPlayYourWorld in 2019. Together with TikTok, the hashtag challenge aimed to engage as many users as possible by sharing creative and inspiring moments wearing their favourite UNIQLO UT collection outfit.

UNIQLO launched the #UTPlayYourWorld campaign on TikTok in 2019

The global apparel brand rolled out the in-app challenge on 25th June. By the time, it was available to TikTokers in the US, France, Japan and Taiwan until 11th July. Winners stood a chance to win the Grand Prix as a result, and have their videos played on UNIQLO stores worldwide as well.

Screen grab of the UNIQLO TikTok profile with #UTPlayYourWorld videos
Screengrab of the UNIQLO TikTok profile with #UTPlayYourWorld videos | Image source: TikTok

Eventually, the campaign reached 709.8 million views with popular TikTok users joining in. For instance, here are some known TikTokers in the US and Japan who took part in case you missed it last year.

Sebastian Bails (US) – 10.5 million followers

@sebastianbailsconfidence is key ❤️👌🏻 ##UTPlayYourWorld ##PR♬ #UTPlayYourWorld – UNIQLO UT

OurFire (Japan) – 5.7 million followers

@ourfirewe went to a whole new world 🥳🎡##UTPlayYourWorld ##PR ##ad♬ #UTPlayYourWorld – UNIQLO UT

TJ Black (US) – 4.5 million followers

@cloudtalkEveryone’s been doing clown season but how do we feel about robot mimes? 👀 ##UTPlayYourWorld ##ad♬ #UTPlayYourWorld – UNIQLO UT

Yua Tsuitsui (Japan) – 361.8k followers

@yuatyyy0118##UTPlayYourWorld ##pr ハルクTシャツでダンシング👾みんなもぜひUTダンスチャレンジしてみて!!! ##ゆあてぃー♬ #UTPlayYourWorld – UNIQLO UT

Tigh-Z Mona (Japan) – 34.6k followers

@tighz_mona@中野亜紀🤩✨ ##tigh_z ##ダンスボーカルグループ ##運営さんオススメへ連れてって ##ut♬ #UTPlayYourWorld – UNIQLO UT

Why UNIQLO chose TikTok for its UT Collection Campaign?

UNIQLO targeted the young generation of consumers particularly on TikTok for its appeal to their target audience. Coupled with TikTok’s features, it provided users with a chance to express their creativity. Thus, it enabled UNIQLO to build an authentic and diverse connection with a broad audience.

Screen grab of UNIQLO’s UT Collection webpage

Considering TikTok’s interactive and immersive content experience, the #UTPlayYouWorld campaign has also effectively demonstrated the UNIQLO UT Collection brand philosophy – “Wear Your World”.

Screen grab of UNIQLO’s UT Featured Collections
Screengrab of UNIQLO’s UT Featured Collections |Image source: UNIQLO SG website

Furthermore, UT is UNIQLO’s special collection of graphic t-shirts pop culture icons and influences. Characters like Hello Kitty, Super Mario, Disney Princesses and Villains, superheroes from Marvel, and the upcoming Pokemon collections are some of the prints featured in the UT Collection.

Screen grab of UNIQLO’s UT Collections

UNIQLO: Connecting with Today’s Generation through TikTok

“TikTok empowers everyone to be a creator directly from their smartphones and is committed to building a community by encouraging users to share their passion and creative expression through their videos. We see a huge opportunity for brands to connect with today’s generation and expand their reach by embracing the native, natural and creative form of content on TikTok. We are excited to support the #UTPlayYourWorld campaign and look forward to [continue] supporting the global creative community in the future,” said Masaki Nishida, VP and Head of Monetization for TikTok Japan, in a PR Newswire article.


IH Digital is a TikTok marketing agency in Singapore offering TikTok ads services to businesses. If you are interested to learn more, click on the button below to speak to our experts.

TikTok Marketing Agency in Singapore - Get Started with TikTok Ads

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