TikTok: #Benerserunya 'The Right Joy'

Kunal Sinha

To elevate trust among its user base in Indonesia, short-form video hosting service TikTok called on content creators to communicate the importance of digital well-being.

Campaign details

Brand: Douyin/TikTok Brand owner: ByteDance Entrant company: M&C SaatchiIdea creation: M&C Saatchi Jakarta Market: Indonesia Sector: Websites, online services, apps Media channels: Online video, Online display, Mobile & apps, Social media

Executive summary

Young people are interested in new trends, and spend huge amounts of screen time satisfying that curiosity. Their penchant for creating content invites eyeballs, which can sometimes lead to invasion of their privacy, drawing in unwanted interest.

TikTok is proactive about its users’ digital well-being, promoting the usage of...

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