CASE STUDIES
Telkomsel Going Viral with 4G Speed
Brand
Telkomsel
Services
Brand Activation
Scope
TikTokÂ
Campaign
Market
Indonesia
Challenges
As Indonesian largest mobile operator, Telkomsel has over 18 million subscribers to their network. However, 20% of their subscribers are still using 3G network on 4G enabled smartphones. This causes inferior customer experience and poor brand recognition.
01
Lack of customer awareness on 4G network availability
02
Challenges in appealing to millennials for network conversions
03
Original, fun and memorable creative concepts and platforms
Solution
A viral marketing campaign with an integrated package of online and offline campaign that highly relates to the world of young generations.Â
01
A strategic package of TikTok Hashtag Challenge, branded stickers, rolling banner, branded song and signature moves to target over 30 million TikTok-ers
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02
Nationwide offline events conducted to amplify the campaign and reach and engage more young people.Â
Execution
We conceptualized and implemented a series of TikTok Hashtag Challenges #NaikinLevel along with additional TikTok features to bring more hype into the campaign. The offline event was also promoted by the online campaign, and in turn, brought more awareness for the online campaign as well, creating a ripple effect for increased engagement and participations.
01
Plan and craft a campaign targeting the 40% of TikTok users who actually are Telkom network users
02
Execute a variety of TikTok ads and promo activities:
- Hashtag Challenge
- Branded stickers
- Signature choreography
- Branded song & music
- Rolling banner
03
Help manage and promote the offline events of Telkom 4G to generate more online engagement and participation
Our Work Result
200k+
video submission on Tik Tok using # of official challenges
100m+
impressions (views)
1 billion
engagements
(like + share + comments)
TOP 3
topics related to the Asian Games for 3 consecutive weeks
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