Approximately 50 attendees joined Craft Creative and TikTok speakers to explore creative strategy, AI tools and campaign measurement at TikTok’s Singapore office.
SINGAPORE, 24 October 2026 — Craft Creative, a digital marketing agency in Singapore, brought together approximately 50 attendees for “Craft Your TikTok Success” on 21 October 2026. The fully booked event was co-hosted with TikTok Singapore at its Singapore office, with SME participants from the food and beverage, medical, wellness, supplements and automotive sectors.
The session featured Dylan Tan, Co-founder and Creative Director of Craft Creative; Nigel Tantoco, Brand Partnerships Manager at TikTok for Business; and Maia Koh, who works in Agency Partnerships at TikTok. Their presentations connected platform insights with practical decisions about content, audiences and campaign goals.
Connecting entertainment with business objectives
Tantoco discussed TikTok’s evolution from a platform widely associated with dance videos into an entertainment platform that businesses use to market and sell products. He emphasised that TikTok’s role in the marketing funnel extends beyond building brand awareness.
He also introduced TikTok Symphony. TikTok describes Symphony as a set of AI-powered creative tools that can support idea development, scriptwriting, video production and the creation of advertising assets. The tools formed part of the event’s discussion about how businesses can approach content creation for the platform.
Koh highlighted the importance of agencies within TikTok’s business ecosystem and their role as key business partners. Her presentation addressed the agency relationship behind collaborations such as the event with Craft Creative.
A practical framework for TikTok marketing
Tan outlined a six-step planning framework to help SMEs connect creative decisions with business objectives:
1. Identify the goal. Decide whether the campaign should build awareness, generate leads or support sales.
2. Nail the audience. Define who the content needs to reach.
3. Trigger attention. Use the first three seconds to give viewers a reason to keep watching.
4. Execute the story and value. Build the content around a clear story and a relevant message.
5. Nurture distribution. Plan how the content will reach its intended audience.
6. Track what matters. Assess performance against the business goal, with views as one part of the picture.
Tan 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. The programme supports activities including digitalisation, capability development and overseas expansion.
Building on campaign experience and SME engagement
Craft Creative’s TikTok experience includes work documented by the platform itself. In its published “Audio House x Craft Creative” case study, TikTok for Business reported that a campaign for the retailer’s March 2024 anniversary sale generated more than 830 leads in 18 days.
The October event continued Craft Creative’s SME event series for a second consecutive year, following editions on 21 May 2025 and 25 March 2026. The programme builds on the agency’s involvement in TikTok-related activities and SME marketing initiatives since 2023.
Through the event, Craft Creative brought its campaign planning approach into a shared learning setting with TikTok speakers and Singapore businesses. The session connected creative execution with the commercial questions SMEs face when deciding how to use TikTok in their marketing.
For more information about Craft Creative’s TikTok marketing services, visit craft.com.sg/en-sg/tiktok-services/.
About Craft Creative
Founded in 2019, Craft Creative is a Singapore digital marketing and creative agency serving SMEs and midmarket businesses. Its services include social media marketing, TikTok content and advertising, search engine optimisation, search engine marketing, branding, video production and website development. Craft Creative combines strategy, creative production and campaign measurement to support brand awareness, customer engagement, lead generation and sales.
Learn more at craft.com.sg/en-sg/about-craft-creative/.
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