Challenge
The TikTok social platform has been buzzing among Malaysians. However, when TikTok Shop was introduced in April 2022, the main challenge was that not enough users were utilizing this feature. Overcoming this hurdle was crucial, especially in the context of increasing market share and competing with well-established e-commerce giants.
Solution
To tackle this challenge head-on, TikTok Malaysia devised a creative solution. The strategy involved setting up a visually striking representation of TikTok Shop outside Starhill Gallery Kuala Lumpur, designed to pique the curiosity of passersby. These installations were not just static displays; they were interactive and engaging. Passersby were encouraged to explore the world of TikTok Shop through various activities, including hands-on demonstrations of how to use TikTok Shop, showcasing the wide range of products available, and even interactive challenges that rewarded participants with exclusive discounts and prizes.
Impact
Over the course of just two days, spanning a total of 16 hours, in the heart of Kuala Lumpur where the campaign was executed with 600,000 potential footfall. This campaign resulted in the addition of 1,008 new TikTok Shop users throughout the duration of the event. The success of this campaign can be attributed to several key factors. Firstly, the strategic choice of a high-traffic area ensured that a massive number of people were exposed to TikTok Shop. Secondly, the visually captivating representation of TikTok Shop drew people in and ignited their curiosity. Lastly, the interactive activities allowed potential users to experience the convenience and fun of using TikTok Shop firsthand.
By strategically positioning TikTok Shop 9.9 Shopping Fiesta installations outside Starhill Gallery Kuala Lumpur and engaging users with interactive activities, TikTok Malaysia achieved remarkable results. With the success of this campaign, TikTok Malaysia has paved the way for more innovative marketing initiatives in the future, ensuring that TikTok Shop becomes an integral part of Malaysia's e-commerce landscape.
