Heaptalk, Jakarta — TikTok Ad Awards is now making its debut in Indonesia. This event, which celebrates creativity and originality in marketing campaigns, is a testament to TikTok’s growing influence in Southeast Asia, including Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
Since registration opened in February 2024 in the country, about 300 brands and agencies have joined TikTok’s creative ecosystem to participate in this event. The TikTok Ad Awards 2024 features four award categories for brands, assessed by a panel of seven external judges. The award winners are:
- Best Branding Campaign: Blu by BCA Digital with the campaign Kastamer Ngablu
- Best Commerce Campaign: OMG with the campaign Empowering Women, Empowering Dreams: OMG Oh My Grande
- Best Performance Campaign: Somethinc with the campaign #KulitKalem
- Best Local Hero Campaign: EatSambel with the campaign Sambel Nikmat, Wangi Cita Rasa Tradisional
According to Sitaresti Astarini, Head of Business Marketing at TikTok Indonesia, creativity does not need to be limited to celebrating major or special moments since TikTok assists its users, including brands, in creating content easily every day. This awarding event serves as a means for TikTok to recognize brands for their creativity.
“Through TikTok’s creative ecosystem, brands can be helped to explore their creativity and innovation in their marketing strategies, and meet and interact with the right audience,” Resti said at the TikTok Ad Awards 2024 media luncheon in Jakarta (05/29).
Leveraging TikTok Creative Exchange
On this occasion, Blu by BCA Digital revealed that their team created an innovative communication campaign to introduce Blu in an informative and educational manner through the Kastamer Ngablu content. Highlighting the theme of real customer service interactions with Blu, which always strives to provide the best and most reliable service for customers, Kastamer Ngablu was considered to have successfully built close chemistry with the audience. Blu by BCA Digital also leveraged TikTok Creative Exchange to explore and utilize TikTok’s tools to aid their creative process.
Likewise, OMG took advantage of TikTok’s easy-to-use creative ecosystem to captivate its users, with video content featuring various text effects and transitions to make the videos more attractive and promotions in collaboration with affiliate creators. In addition, Somethinc shared the creative process behind their work, using various creative features such as engaging audio, collaboration with several TikTok content creators, and digital ads, thereby building a comprehensive consumer journey for Somethinc.
Meanwhile, EatSambel won the Best Local Hero Campaign category award, designed specifically for Indonesian MSMEs. Garry Koesoema, EatSambel’s head of Marketing, revealed that many people believe new brands will definitely lose to big brands. This stigma must be broken as the key lies in creativity.
“EatSambel itself started as a home-made sambal MSME, but we managed to compete in the market thanks to the creativity and TikTok’s support. For example, through the FYP feature, we were able to create creative content that increased our awareness and sales,” Garry concluded.
