CASE STUDIES

Telkomsel Going Viral with 4G Speed

Brand

Telkomsel

Services

Brand Activation

Scope

TikTok 

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. 

01

A strategic package of TikTok Hashtag Challenge, branded stickers, rolling banner, branded song and signature moves to target over 30 million TikTok-ers

 

02

Nationwide offline events conducted to amplify the campaign and reach and engage more young people. 

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