Case Background
Adhering to the brand philosophy of "Dare to Leap," realme focuses on providing high-quality smartphones for young users worldwide. In recent years, realme phones have continuously iterated their products, and in April 2021, launched the new realme 8 series in the Indonesian market. Against the backdrop of social distancing and facing fierce competition in Indonesia, how to ensure the new product gains strong exposure and attracts a group of young "Tuke fans" as soon as it is launched locally became the main consideration for Tuke's overseas brand marketing this time.
Solution
When the Tuke 8 series was launched in Indonesia, in order to attract the attention of young people, Tuke boldly chose to hold the new product launch in the form of a live broadcast. On the advice of the TikTok for Business team, Tuke experimented with TikTok LIVE, and adopted a TikTok promotion strategy that combined commercial resources for pre-live warm-up and post-live sales.
Enhance product exposure
Shorten conversion path
One week before the live broadcast, Tuke continuously placed bidding in-feed ads to keep the product warm. This near-native ad format injects social attributes into the brand account, allowing users to see the Tuke 8 product introduction in the most natural way as they "swipe up to unlock" the next creative video on the For You page. The ad format, interspersed within the content, is extremely clever. After seeing it, users can click the page to jump to the product introduction H5 page, maximizing product anticipation.
In addition, the day before the live broadcast, users could also see a banner ad for the online product launch event in the Discover Banner. Clicking it would jump to the product introduction H5 page, used for pre-live reservations (following the Tuke brand enterprise account), and for driving traffic during the live broadcast.
On the day of the Tuke product launch live broadcast, a strategy of all-day TopView ads combined with bidding in-feed ads was adopted. On this day, as soon as users entered TikTok, they could immediately see the Tuke online product launch event information, grabbing their attention in a second. But even if users chose to ignore it, the near-native format of bidding in-feed ads ensured that as long as users "kept swiping," they would eventually see the live broadcast information, click to reserve, or directly enter the live room.
The Tuke brand enterprise account went live, combining the new product launch scenario to create an immersive launch event experience for users. In less than two hours, the live broadcast quickly stimulated users' purchase demand. Therefore, after going live, Tuke quickly listed the two new products, Tuke 8/8 pro, on its TikTok Shop, shortening the conversion chain, improving e-commerce promotion efficiency, and achieving effective overseas advertising that integrated brand promotion and e-commerce sales.
Marketing Results
Tuke's first attempt at TikTok LIVE in the Indonesian market was a great success, bringing a win-win for both brand awareness and sales. For this product launch live broadcast debut, the live room attracted 118,000 viewers, with a peak concurrent viewership (UV) of over 3,000, and an engagement rate of 1.6%. On the day of the live broadcast, the watch time of fans was 13 times that of non-fans. In the week of launch, Tuke ranked 5th among 3C device brands, occupying 7.94% of the Indonesian market share. This innovative communication method created a major local marketing event, and the natural brand penetration successfully boosted brand awareness.
