Sleed takes over the management of KRAFT Paints’ TikTok channel

Sleed takes over the management of KRAFT Paints’ TikTok channel

KRAFT Paints brings color to TikTok

Sleed undertook the strategic planning, creative direction, content production, content planning, and the overall management of KRAFT Paints - BIOCLIMA®’ TikTok channel. The goal is to create always-on, platform-first content that speaks TikTok’s native language.

The strategy is based on the principles of educational entertainment, human-centric storytelling, and community-driven communication. Instead of classic product-focused communication, the content focuses on transferring know-how, building trust, and organically connecting the brand with professionals, partners, and end consumers. At the same time, it highlights the people and partner network of KRAFT Paints.

Brand goal and positioning

The primary goal is to strengthen brand awareness and establish KRAFT Paints as a thought leader in its industry. The approach is implemented through short, easy-to-understand native videos that dismantle the perception that building materials are a “difficult” content category.

Key content pillars

• Educational entertainment with an emphasis on knowledge and practical value
• Human-centric storytelling featuring people and real experiences
• Community-driven communication to strengthen dialogue and connection with the audience
• Organic networking with professionals, partners, and end consumers

Alexandros Kossyvas, Chief Creative Officer of Sleed, stated: «With KRAFT Paints, we didn’t just create a TikTok channel; we created a content creator out of an industrial brand—something rare for the industry. We don’t just showcase products; we share knowledge in a simple and engaging way, without losing the language the audience speaks on this channel.»