Success Stories

About event Ramadan with Tiktok

How Telkomsel Leveraged TikTok and TV for Full-Funnel Ramadan Success

Telkomsel, Indonesia’s largest digital telecommunications provider, saw Ramadan as a key opportunity to connect with a broader audience through both digital and traditional media. The annual Telkomsel Siaga Ramadan campaign offered special internet packages, exclusive gifts, and Ramadan Points to keep customers connected during this peak period for communication and entertainment. The goal was to expand reach, engage younger, digital-native audiences, and maintain strong connections with existing customers while ensuring the campaign resonated across Indonesia.

+7.7%

Lift in unaided awareness

+7%

Incremental reach on top of TV campaign

1.6x

Higher impact on online ad awareness

Telkomsel’s TikTok Strategy During Ramadan

To maximize the impact of their Ramadan campaign, Telkomsel integrated TikTok’s dynamic platform with the traditional reach of TV. By combining emotional storytelling through TV ads with engaging TikTok campaigns, Telkomsel reached a wide audience while fostering deeper, more personal connections with younger, digital-first consumers. The dual approach leveraged TikTok’s full-funnel capabilities—starting with emotional branding to build awareness and loyalty, then using targeted performance ads to drive conversions.

Adapt TV Ads into TikTok Videos

Telkomsel adapted its emotional TV ad, focused on the theme of mothers’ sacrifices during Ramadan, into short, engaging TikTok videos. These videos ran from March 29 to April 27, 2024, and were optimized for TikTok’s fast-scroll format. The ads employed a soft-sell approach, with the call to action appearing at the end, directing users to Telkomsel’s website. By leveraging TikTok’s TopView, Reach & Frequency, In-Feed Traffic, and In-Feed Video Views, Telkomsel was able to effectively build awareness and drive engagement.

Use Performance Ads to Drive Conversions

In addition to the emotional branding campaign, Telkomsel used performance-driven ads to target users further down the sales funnel. These ads featured attractive offers like discounted internet packages and encouraged users to download the Telkomsel app and complete their purchases. By using TikTok’s App Promotion tools, Telkomsel was able to target users who were more likely to convert, helping to drive both immediate sales and long-term brand loyalty.

Maximize the Synergy Between
TV and TikTok

The campaign’s combination of TV and TikTok ads proved highly effective in maximizing reach and engagement. While TV ads provided broad exposure to 78% of the target audience, TikTok ads reached an additional 7% beyond the TV campaign, driving higher overall reach. The fusion of emotional TV storytelling and TikTok’s entertainment-driven format allowed Telkomsel to connect with millions of users, deepening engagement and ultimately driving conversions.

Let’s celebrate heartfelt moments and mindful connections on TikTok this Ramadan season. Seize the opportunity and prepare for Lebaran by fostering relevance with your audience through impactful content and ads. Stay ahead by adopting TikTok’s best practices and leveraging platform trends to make this Ramadan a success.