TikTok Unleashes the Unlikely Influencer

Kunal Sinha, Elki Hendria

TikTok, a short-video sharing platform, launched a campaign in Asia to create brand fame, gain desired brand image attributes, achieve 122m impressions, a reach of 32m and 2.2m views, and achieve a sales spike.

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: Content marketing, Word of mouth, Influencers, KOLs, Television & Connected TV, Outdoor, Out-of-home, Public relations, Livestreaming Budget: 500k - 1 million

Executive summary

In its quest for growth in Indonesia, TikTok was hampered by the perception that its content was mostly about dance and music.

Increasing the user base by 50% required out-of-the-box thinking. Our strategy was to make...

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