Success Stories

Frestea’s: Driving New Brand Growth during Ramadan with TikTok

The timeless tradition of having something sweet for breakfast during Ramadan is deeply ingrained in Indonesian communities. Iced tea, known for its sweetness, has become popular for breaking the fast, aligning with the tradition of consuming sweet foods. Frestea seized this tradition to create an innovative campaign during Ramadan, capitalizing on the excitement of the TikTok community in Indonesia as consumers get new experiences. This campaign is part of Frestea’s strategic efforts to reclaim its market position and adapt to the evolving consumer landscape.

66M

Impressions
64%

Conversion
558K

Total sampling redemptions

Frestea's Ramadan TikTok strategy

During Ramadan 2023, the TikTok community exhibited significant activity, with 73% of its users acknowledging the platform’s content as both entertaining and trendsetting. The TikTok community were all set to make this celebratory period particularly impactful.

This excitement of Ramadan motivated 90% of TikTok users to purchase something based on the content they encountered. Frestea recognized an opportunity to attract new brand buyers. In response, they formulated an innovative and comprehensive strategy designed to penetrate the market clutter effectively and establish a distinct presence.

Frestea runs a full-funnel online-to-offline marketing campaign during Ramadan on TikTok. Frestea’s marketing strategy involves tailoring marketing messages focusing on sales and considering the entire 360-degree customer journey, attempting to nurture the relationship and build better brand experiences.

Let’s uncover the three secrets behind Frestea’s success in capturing hearts and reclaiming its position in the market on TikTok throughout Ramadan.

Team up with TikTok Measurement Marketing Partner, Grivy

In order to recruit the next generation of tea drinkers, Frestea partnered with TikTok and a TikTok’s Measurement Marketing Partner, Grivy, to run a full-funnel online-to-offline marketing campaign.

By leveraging Grivy-enabled technologies to deliver mobile-first browser notifications, gamification, and moment-based messaging, Frestea captures consumers’ attention during peak purchase potential moments, further engaging with their consumers.

From this collaboration, Frestea managed to drive new brand growth during Ramadan, achieving a 558k total sampling redemption from the content in the TikTok community.

The creative use of Grivy-enabled technologies set a new standard in marketing, showcasing Frestea’s commitment to innovation and adaptation in a dynamic consumer landscape.

Leveraged the online API to optimize the business outcomes with data-driven insights

Frestea strategically leveraged the Online API to optimize key business outcomes. The success of their campaign was driven by data-driven insights, facilitating precise targeting and optimization across online, offline, and out-of-home channels. This seamless implementation guided consumers toward offline product purchases.

Additionally, Frestea integrated the online + offline Events API, benefiting from real-time audience building, measurement, and attribution with TikTok’s Spark Ads. This integration empowered Frestea to track user journeys, tailor messaging based on individual behaviours, and strategically position the brand during moments of peak purchase potential, ultimately enhancing the campaign’s overall effectiveness.

With these valuable data-driven insights, Frestea built real-time audiences based on individual path-to-purchase journeys, resulting in superior performance. Notably, as a video entertainment platform with a vibrant community, TikTok outperformed other major ad platforms in conversions. The culmination of data-driven strategies and targeted campaigns on TikTok allowed Frestea to achieve an impressive 64% real-time audience conversion.

Approach the next generation of tea drinkers with fun and gamified campaign

To optimize their full-funnel campaign during Ramadan, Frestea devised an innovative strategy to stand out in the market. Differentiating itself, the brand integrated tactics like mobile-first browser messaging, capturing attention and enhancing the user journey for increased full-funnel.

By targeting a new generation of tea drinkers, Frestea launched a fun, gamified campaign, leading to 90% of the target audience becoming new buyers. The campaign showcased innovation by integrating mobile-first browser notifications, gamification, and moment-based messaging for consumer engagement.

In addition to raising awareness among the new generation, the campaign achieved 66 million impressions and successfully increased market share while recruiting new brand buyers.

Implemented seamlessly across online, offline, and out-of-home channels that developed can make the campaign to guide consumers toward offline product purchases in a full-funnel approach.

Let’s celebrate creativity, community, and beyond with TikTok in this Ramadan season. Seize the opportunity and prepare for Lebaran by fostering relevance with your audience through impactful content and collaborating with TikTok Creators. Stay abreast of TikTok’s recommended practices and trends on the platform to achieve triumph this Ramadan.