Malaysian Media Awards Winners Showcase





2015 | |

Beating Facebook’s Algorithm

Advertiser: Nippon Paint
Brand: Nippon Paint
Creative Agency: -
Credits: -

The Challenge
Facebook’s decision to limit organic reach rocked the social media space. Nippon Paint’s reach to its own followers fell drastically to 3%. We needed to put a stop to the decline by finding a loophole and beating Facebook’s algorithm.

Insight, Strategy and the Idea
Insights revealed that home owners and DIY enthusiasts regularly visited YouTube to find inspiration. Search volume over the past year increased up to 100% for home related topics such as ‘paint’ and ‘interior design’. We also understood that our target audience actively shared and participated in online discussions, especially on Facebook. This was an amazing opportunity for us because the more followers shared or interacted with our content on Facebook, the higher our organic reach. Based on these insights, we created a content strategy around YouTube and integrated it into Facebook.

Media Execution
Using an existing collection of videos featuring DIY ideas, celebrity home makeovers, sponsored TV segments and more, we created a custom Nippon Paint YouTube channel. More videos were produced in collaboration with radio DJs and YouTube artists, tapping into their high social following. The YouTube videos were then streamed onto our Facebook page and social ads, creating awareness amongst fans and new audiences. By identifying audience segments such as fashionistas and young parents, we were able to serve relevant content that connected with them. As users spent more time engaging with our brand and sharing the online videos, not only did we increase organic reach but also effectively recruited new fans on two social media platforms simultaneously.

Results and Effectiveness
129k new Facebook and YouTube fans. Over 4.2 million YouTube views achieved. Ranked top Malaysian YouTube channel in the home design and furnishing category, overtaking Ikea Malaysia. (Source: SocialBakers) 6.3 million minutes consumed. That’s 12 years worth of videos watched in just six months. Facebook organic reach increased by 83%! (Source: Facebook Analytics)