Case Background
Asia’s leading fashion consumer brand Tuke has won the favor of many consumers with its “Enjoy Life, Buy Now Pay Later” concept. Its business covers nine markets including Singapore, China, Hong Kong, Taiwan, Malaysia, Indonesia, Vietnam, Thailand, and the Philippines. In 2021, Tuke set its sights on the Southeast Asian Indonesian market, hoping to attract local young users and enhance brand awareness through the “Own The Extraordinary” shopping festival. TikTok advertising was considered a great choice for this goal.
Solution
To successfully win over young users in the Indonesian market, Tuke chose to cooperate with TikTok for Business, launching ads on TikTok to spark a “shopping festival craze” and increase brand exposure.
Brand ambassador ASTRO leads the challenge, igniting nationwide co-creation: To increase local user participation, Tuke chose TikTok’s flagship Brand Challenge ad product and invited the highly popular Korean brand ambassador ASTRO to join the three-day event from November 6 to 8, 2021. By leveraging the “hot dance” interaction loved by Indonesian users and integrating custom sticker effects, users could dance with ASTRO, conveying Tuke’s brand philosophy of “Time to own it.”
Local influencers boost long-tail brand marketing: In addition to leveraging ASTRO’s star power, the challenge also invited three local influencers from entertainment, dance, and lifestyle categories. Through their creative interpretations of interactions with ASTRO and the Tuke brand, the participation threshold for the challenge was effectively lowered, increasing user engagement. After the challenge ended, the organic traffic of topic videos continued to rise, bringing a long-tail marketing effect to the brand.
Sticker effect interaction, brand quickly goes viral: In addition to the Brand Challenge, Tuke also chose to add creative stickers, combining Tuke brand elements and Indonesian users’ preference for yellow as the main color of the sticker design. ASTRO’s dynamic dance was used as a foreground sticker, allowing users to follow ASTRO’s lead and trigger dance moves with sticker gestures, lowering the participation threshold and greatly enhancing the interactive experience between users and the brand.
Marketing Results
This three-day Indonesian challenge campaign generated a total of 2.9 billion topic views, reaching 60 million people, with over 1.4 million video submissions for the challenge, all exceeding the local market average in Indonesia. The number of users participating with stickers exceeded the local benchmark by 105.9%.
