To Work

Toshiba

Campaign: Toshiba’s new product launch (Washing Machine Nano Wash)

Background

Toshiba is a Japanese multinational conglomerate headquartered in Tokyo, Japan.

Strategy

During April and May, Toshiba launched a new top loading washing machine to the market. With many competitors in the industry, Toshiba required a boost in product awareness within the marketplace. Competing with brands such as Samsung, LG and Panasonic, Toshiba approached Maxman TV. Depending on the product, converting video views to purchases is no easy task! Especially when you're selling a washing machine! We decided to use the most lovable pet on earth - the innocent cat - pranking locals at a laundromat. What would you do if you saw a Cat owner putting his pet in a washing machine?

Results

Video was launched on Maxman TV’s Facebook page on the 12th of June 2017 and has generated 6 million views to date with more views from our partners. Maxman TV exceeded KPI within 5 hours and garnered 335k Views, 5.8k Reactions, 4,218 Shares & 892 Comments, organically.

In 24 hours, the viral video organically hit 1 mil views & it has grown to 4 mil+ Views, 13 mil+ People Reached, 102k Reactions as of 7th July 2017.

Garnering 6.4 mil Views as of 7th July, 51% are women from the age of 18 - 34, 49% are men from the age of 25 - 34. Not only achieving the KPI of views in less than 24 hours, we’ve also reached our targeted audience through this viral video. 

On the same day (13th June 2917), this video was also picked up by multiple established online publishers such as Sukan Star TV, Oh My Media, AsiaOne SG, Astro Gempak, Astro Awani, Hiburan Media.