Success Stories
How Kelaya Achieves Awareness
Growth During Ramadan with TikTok
Kelaya is an Indonesian hair care brand that focuses on hair loss shampoo. During Ramadan, there is an increase in sales in Indonesia, mainly due to the holiday bonuses (Holiday Allowance) and preparations for festive moments. With the surge in sales, Kelaya is tapping into launching its products during Ramadan, which has become a significant momentum for the people of Indonesia.
-
45%
Awareness
uplift -
54%
ROAS
-
25%
Brand
association
Kelaya's Ramadan
TikTok strategy
In 2023, many TikTok users sought inspiration from Ramadan, and 42% of the TikTok community was keen to spend more time on beauty and personal care. Also, 90% of TikTok users were likely to purchase influenced by content encountered during Ramadan.
By seeing this significant number of TikTok users who want to purchase, Kelaya tried to align its brand with the festive moment of Ramadan and wants to amplify its brand awareness, particularly by focusing on its brand recall and awareness through TikTok.
Recognizing the unique nature of TikTok, Kelaya strategically tailors its approach to engage a broader audience authentically, seamlessly adapting to the platform’s dynamic style. This is an opportune moment for brands to be discovered and memorable. Where consumers are actively seeking to be entertained and inspired with meaningful content in the upcoming Ramadan.
In exploring Kelaya’s success on TikTok during Ramadan, we delve into three key strategies to tap into this moment and effectively captivate the audience. Let’s unravel the steps taken by Kelaya to achieve tangible success on TikTok.
Launch #KelayaBubblePopChallenge
In crafting this captivating campaign, the brand sought to launch a #KelayaBubblePopChallenge hashtag challenge on TikTok to focus on driving more excellent brand recall and awareness for its top hair products.
To expand the horizon of the campaign, Kelaya wants to spread its campaign by drawing numerous participants into the game’s enticing allure with the Branded Hashtag Challenge. Kelaya wants the TikTok community to engage with the top 3 products.
The #KelayaBubblePopChallenge hashtag challenge has encouraged many people to join and play the game. In addition to amplifying the campaign, Kelaya partnered with selected TikTok creators to engage with the Hashtag Challenge.
Furthermore, the videos were promoted as Spark Ads, enhancing visibility and generating more excitement, reaching 91,443,455 unique users and resulting in a 54% increase in Return on Ad Spend (ROAS) from this campaign.
Create Gamified Branded Effects on the platform with TikTok Branded Effect Marketing Partner, Nanjing Sky Rocket
Kelaya needed more in-house resources to create a Gamified Brand Effect on the platform. With this in mind, Kelaya collaborated with TikTok Branded Effect Marketing Partner Nanjing Sky Rocket to help design a branded effect they could use.
The Branded Effect prompted users to pop bubbles filled with Kelaya’s top 3 products (Kemiri Oil, Hair Treatment shampoo, and Hair Serum) to earn points.
Within two weeks, the popularity of the Gamified Branded Effect and the use of creator-led content helped boost the overall engagement of the video, resulting in 5 billion views and increasing Purchase Intent by up to 30%.
Follow TikTok best practices and trends by being fun & lovely image and collab with creators
The Gamified Branded Effect was a big success because it focused on women embracing their beauty. Kelaya can surpass other shampoo brands that still adhere to conservative approaches to regular beauty standards in Indonesia. On the other hand, Kelaya reflected the fun and lively image representing the brand to increase awareness among a younger target audience on TikTok.
To optimize brand awareness, Kelaya also partners with select creators to engage with the Hashtag Challenge. It effectively helped boost the overall engagement of the video in two weeks. Kelaya also ran an Ad Effectiveness study with our Measurement Marketing Partner, Kantar, to track its overall success. Through the Gamified Branded Effect with fun and lovely communication, the study found that it had an impact on Kelaya by increasing their Purchase Intent (30%), Awareness Uplift (45%), and Brand Association (25%).
Join the vibrant Ramadan festivities on TikTok to celebrate creativity, community and beyond with TikTok users.
Collaborate with TikTok creators to craft engaging native content and employ innovative campaign strategies to captivate your audience’s attention using TikTok’s influence.
