TikTok and Tokopedia's Ramadan Ekstra Seru campaign pioneered a new era of Indonesian ecommerce by merging entertainment and shopping. Leveraging a Joint Marketing Package, the campaign enabled sellers to maximize exposure through integrated advertising, live shopping, and cross-platform promotions. It successfully tapped into untapped audiences, driving a 57 percent increase in orders and a 51 percent revenue boost for participating sellers. Tokopedia saw a 58 percent rise in unique visitors, while TikTok's Ramadan video views surged by 59 percent. By blending emotional engagement with data-driven targeting, the campaign set a new benchmark for e-commerce innovation and live shopping, driving significant business impact.
The Ramadan Ekstra Seru campaign and Joint Marketing Package supports sellers in creating integrated advertising placements across Tokopedia and TikTok to target potential audiences during one of biggest shopping seasons of the year. The primary objective of TikTok's program was to empower sellers to maximize the potential of Tokopedia and TikTok's synergy, which can help them increase sales during Ramadan.
Ramadan Ekstra Seru marks TikTok's inaugural Ramadan campaign. Unlike the brands previous independent Ramadan efforts, this campaign offers a broader platform for online sellers in Indonesia to maximize sales. It enables sellers to implement integrated, multi-channel promotional strategies across Tokopedia and TikTok, reaching close to 200 million users. Notably, data revealed that 66 percent of TikTok's audience does not currently use Tokopedia, offering businesses access to untapped audiences.
For this campaign, TikTok introduced The Joint Marketing Package, facilitating integrated advertising across Tokopedia and TikTok. Through advertising channels like sponsored listing content, display banners, and live shopping ads, TikTok helps sellers to enhance brand visibility across multiple platforms, simplifying consumer discovery and driving seamless increases in conversions.
TikTok had two target audiences for its campaign:
TikTok engaged potential buyers with shoppable live streams and entertaining content, while Tokopedia targeted consumers ready to buy with sponsored listings and display banners. TikTok also leveraged YouTube Ads, Meta Ads, and its platform to boost campaign awareness through brand ads and collaborations with creators and live streamers. Additionally, the brand retargeted engaged audiences through performance-marketing campaigns to drive better conversions.
To attract Tokopedia and ShopTokopedia users, who represent 82 percent of the Indonesian internet market share, TikTok deployed full funnel marketing; from building campaign awareness through video ads investments in digital platforms and TV, creative out-of-home (OOH) placement that focuses on assets location density to drive bigger impact, to middle funnel marketing investment in driving bigger install, creator and live streaming ads, to lower funnel in retarget engaged users to drive conversion
To attract sellers on TikTok, the brand launched a Joint Marketing Package designed to help businesses stand out from the competition and maximize sales during Ramadan. Through these solutions, the brand educated businesses on how to maximize sales, empowered them with actionable insights, and provided integrated ad solutions that enabled them to connect with the most potential consumers based on their recent purchase history on Tokopedia and ShopTokopedia, as well as their content view history on TikTok.
The brand also leveraged a range of media touchpoints, including social media, influencer marketing, PR activities, OOH, TV fillers, and YouTube TV commercials to engage sellers. The campaign's creative strategy used optical illusions and viral social media stunts, turning everyday objects into food-like visuals and leveraging creators to spark strong emotional reactions, including surprise and controversy, to drive engagement. It garnered widespread recognition from public figures.
To help sellers maximize the campaign benefits, TikTok launched a Joint Marketing Package. This package facilitated integrated ad placements across Tokopedia and TikTok, leveraging the brand's deep understanding of user behavior to connect sellers with likely buyers based on their watch history, purchase history, and activities on TikTok. These insights enable effective measurement and optimization of marketing strategies.
For instance, on TikTok, live shopping ads transform live streams into interactive shopping experiences, allowing direct purchases from videos. Video shopping ads turn in-feed videos into clickable shopping experiences. On Tokopedia, sponsored listings (TopAds) enhance product visibility by placing sellers' products at the top of search results. Display banner ads within the Tokopedia Display Network engaged consumers based on affinity and location, establishing stronger business impact and enhanced brand presence.
Indonesia's ecommerce landscape is fiercely competitive, with 21 million sellers on TikTok alone. Online sellers require effective marketing strategies to stand out during Ramadan. TikTok witnessed a shift in Indonesians' perspective on Ramadan. Traditionally observed as a religious festival, Ramadan has evolved into a cross-cultural celebration embraced by diverse communities. This trend is evident in TikTok, where the brand observed non-Muslims enthusiastically seeking takjil (snacks) and purchasing traditional Islamic clothing to participate in Ramadan. This indicates that consumer purchasing decisions during Ramadan are driven not only by functional needs but also by emotional desires.
The Ramadan Ekstra Seru Campaign and Joint Marketing Package by Tokopedia and TikTok successfully boosted sales for participating sellers during Ramadan:
Seventy-eight sellers using marketing solutions on both platforms saw a 57 percent increase in orders and a 51 percent rise in revenue, with an average ROAS of 10 times. These highlight the effectiveness of TikTok's e-commerce and live shopping innovations. The campaign's use of emotionally-driven video content and shoppable live streams on TikTok, combined with functional ads on Tokopedia, resulted in increased consumer engagement and purchasing activity.
The campaign also increased Tokopedia's unique visitors by 58 percent and Ramadan video views on TikTok by 59 percent, demonstrating its strategic value and potential for sustained business development.
Beyond immediate sales gains, the campaign also demonstrated significant impacts on ecommerce and live shopping activities, setting a strong foundation for future business strategies.
