+7.7%
Lift in unaided awareness
Success Stories
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%
Incremental reach on top of TV campaign
1.6x
Higher impact on online ad awareness
Telkomsel’s TikTok Strategy During Ramadan
To make the most of their Ramadan campaign, Telkomsel combined TikTok’s dynamic platform with the broad reach of TV. By pairing emotional storytelling in TV ads with engaging TikTok campaigns, Telkomsel connected with a large audience while building closer, more personal relationships with younger, digital-savvy consumers. This approach utilized TikTok’s full-funnel strengths—starting with emotional branding to boost awareness and loyalty, followed by targeted ads to drive conversions.
Adapt TV Ads into TikTok Videos
Telkomsel transformed its emotional TV ad, highlighting the theme of mothers’ sacrifices during Ramadan, into short, engaging videos tailored for TikTok’s dynamic format. Running from March 29 to April 27, 2024, these videos adopted a soft-sell approach, with the call-to-action subtly placed at the end to guide users to Telkomsel’s website. By utilizing a mix of high-impact placements and engaging formats, Telkomsel effectively captured attention, built awareness, and drove meaningful engagement.
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.
