Background
SIANG.APATOhas built a strong presence in the home and pet-care market, consistently creating highly recognizable products through design and IP collaborations. This campaign marks the brand’s second partnership with AnyMind, further deepening cooperation based on prior successful results.
In the previous collaboration, the brand promoted its cat-scratch productusing the APM standard ad format. This time, to celebrate the 45th anniversary of the Penguin Family IP, SIANG.APATO launched a co-branded product line and sought to amplify the IP buzz while leveraging ad formats that better align with consumer browsing behavior to quickly drive clicks and attention.
Strategy
The core strategy centered on “making ads feel more like content.”
The ad format was upgraded from the traditional standard layout to a social-style layout, mirroring Reels and social-feed presentation. This approach reduced users’ psychological resistance toward ads, allowing the co-branded content to blend naturally into browsing scenarios and significantly boosting engagement and click intent.
Operational efficiency was also key: the brand only needed to provide the social post link and landing-page URL to launch quickly — greatly reducing creative production costs while ensuring the campaign could stay in sync with the co-branding schedule.
On the media side, distribution was deployed across both Web and App via FamilyMart RMN, effectively expanding reach and delivering the co-branded product to a wider pool of high-potential consumers.
Result
Powered by the synergy of social-style creatives and RMN media placement, the campaign delivered outstanding performance:
- Over 922K total impressions, generating strong brand visibility
- More than 36k+ clicks, effectively driving traffic to the product page
- An overall CTR of 4.16%, outperforming most e-commerce display ad benchmarks
Further audience insights revealed:
- The cartoon & animation enthusiast segment achieved the highest CTR at 4.28%, indicating strong affinity between the IP collaboration and audience interests
- Lifestyle-fashion media placements delivered the strongest results and became a key driver of clicks
This campaign not only amplified market awareness of the co-branded product, but also clearly demonstrated the strong potential of combining social-style content + RMN media in driving traffic and clicks — providing the brand with a clear direction for future scale-up and replication.
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