Campaign details
Brand: Douyin/TikTokBrand owner: ByteDanceEntrant company: M&C Saatchi Indonesia - IndonesiaIdea creation: M&C Saatchi JakartaMarket: AsiaSector: Media & publishingMedia channels: Outdoor, Out-of-home, Content marketing, Livestreaming, Television & Connected TV, Word of mouth, Influencers, KOLs, Public relations, Online videoBudget: 1 - 3 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 folks realize that...