JXG

The Objective

Positioning JXG’s (Janashakthi Group) corporate identity at scale during its IPO campaign

JXG (Janashakthi Group) was planning to announce its LKR 5 billion Initial Public Offering (IPO), marking a significant milestone in the company’s growth journey. The IPO aimed to support future expansion plans while strengthening corporate governance and market presence.

While JXG was a relatively new corporate brand in the market, several of its subsidiary brands were already well recognised among Sri Lankan audiences. This created an opportunity and a need to strengthen awareness and understanding of JXG as the new corporate identity, built on a parent company with over three decades of presence in the market, ahead of the IPO announcement.

To address this, JXG launched a communications campaign centered around the question: ‘Who is JXG?’ The campaign was designed to introduce the group to a wider audience, create intrigue, and position JXG as a well-established Sri Lankan financial conglomerate shaping the future of Sri Lanka’s financial landscape.

The Solution

A two-phased TikTok strategy optimized for visibility and intent

To bring the “Who is JXG?” narrative to life, the campaign leveraged TikTok’s advertising solutions to build large-scale awareness and drive deeper audience engagement in the lead-up to the IPO, strengthening recognition and understanding of the JXG corporate brand.

The campaign was strategically executed in two phases. The first phase focused on maximizing reach, attention, and message retention through 6-second Video View campaigns. Using TikTok’s immersive full-screen format, the campaign effectively captured attention and strengthened the JXG brand story among digitally active audiences across Sri Lanka.

Building on this awareness momentum, the second phase deployed Smart+ Traffic optimization to drive high-intent users to the IPO landing page. TikTok’s automated delivery and optimization capabilities helped efficiently identify and reach users most likely to engage, moving audiences from discovery to active consideration.

By combining awareness-led storytelling with performance-driven optimization, the campaign successfully converted audience curiosity into measurable engagement for the JXG IPO launch.

The Results

Turning the “Who is JXG?” narrative into scalable campaign results

The IPO campaign delivered strong impact within a 10-day flight period, successfully converting early-stage curiosity around “Who is JXG?” into measurable engagement and consideration.

At the upper funnel, the campaign generated 4.76M+ video views, with 20.7% 6-second focused views, ensuring strong message retention and sustained audience attention. Within a potential audience base of 4.6M+ users across Financial Services segments, the campaign achieved 43.5% reach penetration, alongside 5M+ impressions, reinforcing strong visibility for the IPO announcement across TikTok audiences in Sri Lanka.

To further deepen engagement, interactive ad formats were introduced, delivering 200K+ impressions. This included a “Who is JXG?” poll experience, where users responded through a simple yes/no format, driving curiosity-led participation and strengthening recall of the campaign narrative.

At the lower funnel, Smart+ Traffic optimization effectively translated awareness into action, generating 255K+ destination clicks to the IPO landing page. This demonstrated strong intent generation and reinforced TikTok’s ability to seamlessly move users from discovery to consideration.