Singapore – VMLY&R has been appointed to handle TikTok Shop’s major multimarket push around the year’s biggest online shopping days – and has already delivered stunning sales for 11.11 – building to the 12.12 finale, in Southeast Asia.
VMLY&R has been tasked with delivering TikTok Shop’s unique ‘shoppertainment’ proposition, bringing shopping and entertainment together as the antidote to e-tail stress and boredom during the shopping season. The mandate covers TikTok Shop Southeast Asia’s biggest markets – Malaysia, Philippines, Singapore, Thailand and Vietnam.
Moreover, VMLY&R teams in Singapore, Thailand and Hong Kong in partnership with TikTok Shop launched the concept of ‘double’ with the 11.11 campaign – doubling down on shopping and entertainment experiences. Assets include video, key visuals, and offline & digital activation ideas on the same creative platform across the markets.
Nicky Lee, client services director at VMLY&R, said: “VMLY&R prides itself on striking the perfect balance between Brand Experience (BX), Customer Experience (CX) and Commerce in order to create truly connected brands. By staying true to TikTok’s brand truth – to entertain – we were able to highlight how TikTok Shop seamlessly integrates entertainment, community and commerce to deliver a joyful customer shopping experiences which sets it apart from the competition by putting the fun back into e-tail.”
The campaign video for 11.11 entitled ‘The Joy Lift’, sees a person enter an elevator just before midnight on 10.11 and start to browse TikTop Shop. As midnight turns the date to 11.11, a bounty of fun content entertains them, during which they finds a product they wants at a discount price. The video aims to showcase how whilst enjoying yourself, TikTok Shop helps the products you’re interested in find you.
In addition, the 11.11 campaign saw VMLY&R teams across 3 offices producing over 80 pieces of content for TikTok Shop, delivering an impressive 1.5 billion exposure for the brand during the campaign period.
Meanwhile, Treidy Rahmatsyah, regional brand marketing lead at TikTok Shop, commented, “We partnered with VMLY&R for many reasons including their deep capabilities and strength and connections across multiple markets, but also their deep understanding of consumer behaviour, which was key in positioning TikTok Shop for different audiences as the shopping platform that’s enjoyable, full of inspiration and makes buying easier.”
He added, “As one of the world’s biggest providers of short-form entertainment, TikTok Shop is the perfect antidote to e-tail boredom, offering ‘shoppertainment’ content that young people want to browse while they shop.”
