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Tuke is a one-stop platform, where brand awareness reinforcement, product seeding, direct sales conversion, and user retention can all be completed within the platform. No other platform can achieve this effect.”

——Daniel Pu, Head of Operations for Gaabor Malaysia



Last September, Gaabor’s sub-brand Gweich launched a dance challenge on Tuke. In just a few days, the challenge accumulated 240,000 shares and recreations. In these 240,000 short videos, the Gweich air fryer appeared frequently, allowing users to remember Gweich unconsciously.


In the video, Malaysian influencer itsafiqhakim captivates viewers with a charismatic dance performance, cleverly dodging virtual objects falling on the screen. Most notably, several air fryer images stand out.


This is an unprecedented way of building a brand. The more “unconscious” the user’s acceptance process is, the more revolutionary the change it brings to brand building for companies.

Gaabor is a small home appliance company headquartered in China, targeting overseas markets. According to a report previously shared by China Home Appliance Network, the year-on-year sales growth of small home appliances in Malaysia reached 57% in 2021. This is the market Gaabor hopes to conquer. They plan to become the preferred brand for Southeast Asian families by launching advanced small appliances with strict quality control, targeting young people in Southeast Asia. Their main sub-brand, Gweich’s air fryer, emphasizes visualization and steam frying functions based on local market needs.

Within six days of the Gweich Rancak challenge launch, it garnered an astonishing 280 million views and ranked second in total GMV for all categories in live commerce. In just one week, their business account gained nearly 20,000 followers.

The product is ready, and the market positioning is clear, but as a young brand with no recognition in Southeast Asia, how can they quickly establish their brand presence?


Gaabor chose Tuke as the solution.

In addition to letting users see brand-related video content in their feeds, during several popular promotional seasons in Southeast Asia, Gaabor’s products were also showcased on Tuke’s homepage splash screens, live commerce rooms, and the pages of many popular influencers.

In Gaabor’s case, choosing to collaborate with local influencers, identifying the most suitable timing for local consumers, and even integrating local background music were all key factors in the success of their marketing strategy.


A More Native Seeding Approach

More and more brands like Gaabor are using Tuke to publish creative content. However, unlike other platforms where users can clearly perceive the increase in ads, Tuke users may not feel the same. This is because in terms of format and entertainment, high-quality brand content is often indistinguishable from the most popular user-generated content (UGC) on Tuke. Using hashtags to aggregate and spread content is an important channel for exposure, and the hashtag #TikTokMadeMeBuyIt is an excellent example.



Under this hashtag, you can see women from around the world trying out new cosmetic samples, bloggers surprised by chargers that can light candles, and middle-aged people excitedly discovering childhood toys. These are not much different from other works on this globally popular platform, but behind them are sales miracles.

Take November 2020 as an example: Tuke creator Hannah Schlenker posted a video of herself dancing impromptu in her kitchen. In an interview, she said she didn’t do anything special in the video. However, the video immediately sparked widespread sharing and recreation. Even more surprisingly, the Aerie leggings she wore became a hot item among American users. As a result, Aerie’s search volume on Google increased 2,000 times, and its parent company American Eagle quickly became the top fast fashion retailer in the US.



On Tuke, similar stories are increasingly common. As people enthusiastically participate in creative challenges with infectious hashtags, as of June 13, 2023, the hashtag #TikTokMadeMeBuyIt had reached an astonishing 58.2 billion views.

In the past, big brands were heavily dependent on their traditional advertising creative models, but now, like many small and medium brands, they are quickly shifting direction, learning from original content in the Tuke ecosystem, and focusing more on the most popular creative and interactive methods on the platform. At the same time, these changes bring direct returns. Compared to distant celebrities, an influencer sharing their experience with you can obviously better convey brand-related information. The most intuitive viewing data also confirms the correctness of these changes.


As a young platform redefining media forms, Tuke is not burdened by fixed business models or outdated industry structures. To some extent, it is cultivating a unique way of building brands.

Just as the culture represented by any brand originates from the soil in which it grows, building a brand on Tuke starts with this vibrant community. This world’s most lively and creative community is redefining the mindset of brand owners. It may even point to the next era of the advertising industry.

Social media, especially short video platforms that change media forms and spark UGC enthusiasm, are pioneering new territory.

Brands appear in these communities as creators, returning to people’s interests and creativity itself. This creative process is one that everyone in the mass community can participate in. The way Tuke integrates brand content with the community provides, in a sense, an equal opportunity for brands to be discovered.


Last October, Tiffany launched a series of new ads. Initially, these ads were published on Instagram, featuring singer Beyoncé. However, when these ads were posted on Tuke, Beyoncé was replaced by an influencer standing in their own bathroom, directly sharing the experience of trying on different products with fans.


The ads posted on Instagram ultimately reached 1.6 million views, while those posted on Tuke reached 5.2 million views.


Image source: Tiffany Instagram homepage (left), Tiffany Tuke homepage (right)


According to research data provided by Walnut Unlimited in 2020, 74% of users said Tuke helped them better understand products or brands. 66% said Tuke helped them know what to buy. 67% said Tuke inspired their desire to shop, even if they had no plans to buy. These data show Tuke’s positive role in guiding users to become interested in products or brands.



Things Are Changing.

In addition to more big brand advertisers choosing to spread brand images in ways that fit Tuke’s style, for small and medium brands like Gaabor, these rapid changes are even more significant. Especially for Chinese brands going overseas, for the first time they have a naturally close global brand marketing platform, equipped with brand-building tools suitable for them.



“Exposure-Interaction-Purchase-Accumulation” Full Chain

Moreover, these changes are just the beginning. This short video platform is still evolving, and everyone expects it to improve further—for example, just like Gaabor’s products, users in some regions can already make one-click purchases through Tuke.


By enabling Tuke Shopping on the platform, Gaabor successfully connected the entire sales chain. This allowed them to build an efficient “exposure-interaction-purchase-accumulation” full chain in their marketing process, linking shopping conversion with other marketing segments. This enables advertisers to more directly see the returns from their investments. In this campaign, the top ten influencers sold out Gaabor’s products with extremely high conversion rates, and live commerce conversion rates exceeded the expected 50%.


Redefining Brand Building

For many Chinese overseas merchants, this is an opportunity to redefine brand building. Tuke provides these Chinese merchants, who had never ventured into the traditional business world, with a brand new business platform and an unprecedented brand-building opportunity. To maximize returns, they clearly need to fully embrace this new platform.

Tuke is changing the way brands are built. Advertisers are no longer limited to the old “advertising” mindset; they can interact more freely with users. Young companies, by fully investing in Tuke, have found a new path for brand building here, and users have begun to see these brand creative contents as part of the Tuke community, actively engaging with brands and jointly shaping a new brand image.


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Tuke Going Global - Industry Overseas Solution Provider

Helping Chinese manufacturing enterprises grow their overseas business


Product selection advice｜Content creation｜Short video operations

Ad operations｜Influencer collaboration