Client

PaintCare

Agency

Civilian

Role

Production Artist

Deliverables

3 TikTok Videos for Paid Advertising

PaintCare, a non-profit organization that plans and operates paint stewardship programs in U.S. states and jurisdictions that pass paint stewardship laws, came to Civilian for help developing content for their first foray into paid advertising on TikTok.

As a Production Artist and Civilian’s resident expert on all-things internet culture, I was assigned to develop three video concepts to pitch to the client. Once those concepts were approved, I filmed and produced the videos for our Digital Team to test out organically, with the goal of using the best performing organic video as a paid ad.

We decided to use PaintCare’s core pillars—Buy Right, Store Right, Use It Up, Give It Away, and Recycle The Rest—as our foundation for messaging and inspiration. Then to cast a wide enough in the organic testing, I proposed having one of each of option fall into the categories of “Mild,” “Medium,” and “Spicy” in regards to the style and tone of the content in comparison to the client’s traditional brand voice in their other paid media.

After the organic testing phases, the client and our Media Team were pleased with the performance for each video and opted to run all three concepts in their first paid advertising campaign on TikTok.

DIY Mirror

This concept was our “mild” option. We wanted to present an option that we knew that the client would feel safe dipping their toes into the TikTok landscape with. This video represents the client’s core message to “Use It Up,” if you have left over paint from another project.

Silly Little Walk

For our “medium” option, we wanted to use a native TikTok trend. We chose the “Going for a Stupid Walk for My Stupid Mental Health” trend to communicate the client’s core message to “Recycle the Rest” of your paint once you’re finished with a project and no longer need it.

Tape Pull

Exploring the niches of TikTok was important to us, so in our “spicy” option, we niched down into the one of the “oddly satisfying” content categories know as “Tape Pulling,” a trend where painter’s tape is pulled off a project to reveal that satisfying clean line to the tune of the tape’s ASMR-quality sound.