Staff Reporters
Jan 14, 2022

Indonesia learns the joy of TikTok in new brand campaign

News anchor and influencer Najwa Shihab fronts a campaign by M&C Saatchi Indonesia that stresses the diversity of content available on the platform.

Indonesia learns the joy of TikTok in new brand campaign

TikTok has rolled out a 2022 brand campaign in Indonesia, via M&C Saatchi Indonesia.

Titled #SerunyadiTikTok ('The fun/joy of TikTok'), the campaign introduces popular news anchor Najwa Shihab as the brand's ambassador, her first ever brand endorsement.

Shihab unveiled her own verified TikTok account (@najwashihab) with a PR push starting on January 8. Her first post racked up 2 million views in 24 hours and 51.3 million views as of now, and she already has nearly 900,000 TikTok followers, according to the agency.

In the campaign's brand film, Shihab is featured alongside 11 popular TikTok creators (Dimas,
Tjokro Wimantara, Avan Putra, Michele Alexander, Sally Tanudjaja, Tamara Dai, Silvia
Salim, Wulan Wu, Prio Romano, Gilang Seiya Rama and Hana Wilianto).

Digital 3D billboards are also now appearing across Jakarta:

The integrated campaign, running through March, is the biggest for the brand in the market thus far and will "set the brand's direction through 2022 and hopefully beyond", said Anish Daryani, founder and president director of M&C Saatchi Indonesia.

While the bright, fast-moving film underlines the fun available on the platform, Shihab's presence in the campaign, the agency explained, is intended to let people know TikTok is not all about goofy dancing and makeup tips. An award-winning journalist, Shihab is known for her stances on women’s rights, literacy and preventing child marriage. 

Source:
Campaign Asia

Related Articles

Just Published

6 hours ago

Women to Watch 2023: Melanie Spencer, Thompson Spencer

When she’s not leading the growth mission for New Zealand’s largest independent, locally-owned agency network, Spencer can be found either on a surfboard or a set of skis.

15 hours ago

Grey assembles global leadership team for Coca-Cola ...

The five-person team will span disciplines from creative to CX and tap into global talent for parent WPP’s largest client.

15 hours ago

Spotify Wrapped 2023 celebrates real moments with ...

Spotify’s annual year-end recap campaign expands on personalised listening habits and drops easter eggs around the world.

15 hours ago

Why class is culture and we should celebrate both

By embracing all classes, adland has the chance to become hugely enriched, says Havas London's chief creative officer, Vicki Maguire.