Case Background
Mega Sales is a shopping event eagerly anticipated by both retailers and consumers. Roughneck 1991 aimed to increase brand exposure and spark consumer interest during this period through the "9.9 Value Deals" marketing campaign. On the day of the 9.9 Mega Sale, the brand launched a 24-hour livestream on Tuke for the first time and collaborated with KOLs to distribute samples, stimulating consumers' purchase intentions.
Solution
During the pre-heating phase, Roughneck 1991 used materials featuring well-known Tuke influencer Ricky Harun as Video Shopping Ads (VSA) to attract user interest and build momentum for the 9.9 event. On the event day, the brand used high-quality influencer materials as VSA video teasers to create hype; on the day itself, LSA was leveraged to drive traffic to the livestream, maximizing reach to the target audience of the event. At the same time, the livestream format allowed users to interact with the brand and Ricky Harun in real time and receive benefits, giving them an immediate and authentic perception of the product and brand, effectively shortening the purchase journey and driving more sales conversions.
Marketing Results
With incentives such as vouchers and sample giveaways to attract consumers, this campaign saw a significant 42.2% increase in ROAS compared to the pre-September 9 period. This success also enabled the brand to hold multiple livestream events during the subsequent Mega Sales period, breaking the Indonesian MURI record.
Tuke is uniquely valuable. When we create content tailored to the platform's characteristics, we can better unleash the channel's potential. For this reason, we have formed a dedicated team to develop exclusive strategies for Tuke marketing activities, including ad optimization, influencer collaboration, creative material production, and livestream operations.
