SINGAPORE — Global brand and customer experience agency 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. The agency received the mandate in August 2023, following a competitive pitch to deliver the 11.11 and 12.12 campaigns covering some of Southeast Asia’s biggest markets such as Malaysia, the Philippines, Singapore, Thailand, and Vietnam.
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. Double-digit shopping days have become cluttered with high-volume tactical messaging, leading to a confusing and potentially stressful shopping experience for consumers. With so many promotions, particularly towards the end of the year, TikTok Shop was keen to stand out of the crowd, whilst showing that online shopping simply doesn’t need to be this way.
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.
Positioning TikTok Shop as the go-to shopping destination for Southeast Asia’s Gen Z aged 18 to 34, and driving consumers to the TikTok Shopping Centre and campaign page to boost in-app purchases, the campaign aims to highlight how TikTok Shop not only offers better value for money but also provides a much better entertaining, informative, fun and personalized shopping experience than other competing platforms.
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 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, and they find a product they want at a discount price. The video aims to showcase how while enjoying yourself, TikTok Shop helps the products you’re interested in find you.
The 11.11 campaign saw VMLY&R teams across three offices producing over 80 pieces of content for TikTok Shop, delivering an impressive 1.5 billion exposure for the brand during the campaign period, which amounted to an average order uplift of 120%, driving significant sales growth of 145% GMV increment across Southeast Asia.
Treidy Rahmatsyah, Regional Brand Marketing Lead at TikTok Shop, said, “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 behavior, which was key in positioning TikTok Shop for different audiences as the shopping platform that’s enjoyable, full of inspiration and makes buying easier. 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.”
