Craft Creative, a digital marketing agency in Singapore, co-hosted “Craft Your TikTok Success” with TikTok Singapore on 21 October 2026. Held at TikTok’s Singapore office, the fully booked event welcomed approximately 50 attendees for discussions on creative strategy, advertising tools and campaign measurement.
Speakers from Craft Creative and TikTok shared perspectives on how businesses can connect entertaining content with marketing objectives, including brand awareness, lead generation and sales.
Singapore SMEs join Craft Creative and TikTok speakers
The event brought together SME representatives from the food and beverage, medical, wellness, supplements and automotive sectors. The programme combined agency experience with perspectives from TikTok’s brand and agency partnerships teams.
Dylan Tan
Creative Director
Craft Creative
Nigel Tantoco
Brand Partnerships Manager
TikTok for Business
Maia Koh
Agency Partnerships
TikTok
The speakers addressed platform opportunities, agency collaboration and the practical decisions involved in planning a TikTok campaign.
How TikTok connects entertainment with marketing objectives
Nigel Tantoco discussed TikTok’s role beyond brand awareness, explaining how businesses now use the entertainment platform to market and sell products.
He traced its evolution from a platform widely associated with dance videos to one that companies include in their marketing activity. His session considered TikTok’s place across the marketing funnel and the importance of understanding its entertainment context.
Nigel also introduced TikTok Symphony. TikTok describes Symphony as AI-powered creative tools that support tasks such as developing ideas, writing scripts, generating videos and editing advertising assets. Businesses can explore the official TikTok Symphony overview for details of the tools.
The role of agencies in TikTok marketing
Maia Koh highlighted the role of agencies as business partners to TikTok and their contribution to supporting advertisers on the platform.
Her presentation placed the event in the context of collaboration between TikTok and agencies working with businesses on their marketing. Craft Creative brought its creative and campaign planning experience into that collaboration, giving attendees the opportunity to hear from both agency and platform representatives.
Dylan Tan shares six steps for planning a TikTok campaign
Dylan Tan, Co-founder and Creative Director of Craft Creative, presented a six-step framework that begins with a business goal and connects it to audience selection, creative execution, distribution and measurement.
- Identify the goal. Decide whether the campaign is intended to build awareness, generate leads or support sales. This objective gives the creative work a clear purpose.
- Nail the audience. Define who the content needs to reach and keep that audience in view when choosing the message.
- Trigger attention. Use the first three seconds to give viewers a reason to continue watching.
- Execute the story and value. Develop a clear story with a message that is relevant to the intended audience.
- Nurture distribution. Plan how the content will reach the people the campaign is intended to engage.
- Track what matters. Evaluate performance against the business objective, using views as one part of the picture.
For businesses applying the framework, the intended outcome should guide how a campaign is assessed. A campaign designed to generate enquiries needs measurement that follows those enquiries, while an awareness campaign has a different immediate objective.
Dylan illustrated the discussion with Craft Creative campaign examples, including a waffle video case study. He also discussed Enterprise Singapore’s EDGE Grant in the context of developing business capabilities.
Craft Creative and its TikTok marketing experience
Craft Creative has been involved in TikTok-related activities and SME marketing initiatives since 2023. Its SME event programme continued across 2025 and 2026, with earlier editions on 21 May 2025 and 25 March 2026.
The 21 October 2026 event continued the series for a second consecutive year, building on the agency’s work helping businesses understand TikTok as part of their marketing strategy.
Craft Creative’s client experience also appears in a separate case study published by TikTok for Business. The “Audio House x Craft Creative” case study reports that the retailer’s March 2024 anniversary campaign generated more than 830 leads in 18 days. The historical campaign combined Digital Avatar videos with TikTok lead-generation advertising.
