Tip #1: Know your consumers and make sure you offer something that aligns with trends on the TikTok platform.

With movement control orders largely still in place, Maxis saw that Malaysians didn't want to dampen the Ramadan spirit, and so took their celebrations to TikTok. Being Malaysia's leading telco provider, Maxis knew that the people needed great internet service to be able to share and enjoy Ramadan. Together, with their mission of enabling Malaysians to always being ahead using technology for good, they identified this sweet spot by sponsoring TikTok's Ramadan Campaign in 2021 and their own #SenyumanRaya that encouraged people to share how they were celebrating Ramadan on TikTok. Sponsorship packages, aside from getting access to premium in-app ad placements, allow brands to participate even in the organic HTC's that TikTok itself runs on the platform and on the H5 Event Homepage that TikTok users visit to learn about the different activities happening on TikTok during Ramadan. Coupled with their RM1 deal and additional boost via In-feed Auction Ads drove the success of Maxis's campaign. All together, the campaign generated 294+ million video views and 127 million impressions in just 10 days. On top of this, Maxis had a 127% increase in register of interest.

Products used: Sponsorship Package, H5 Event Homepage Sponsorship, Sponsored Organic HTC, Top View and In-feed Auction Ads

Tip #2:  Engage your core audience with TikTok during Ramadan by owning a topic your target audience deeply cares about.

For Lazada's Ramadan 2021 campaign, their main campaign "Lazada Ada Sentuhan Raya" featured a mother as a protagonist. Malaysian mothers are at the center of Ramdan celebrations as they want to make sure they are prepared for break-fasting with their families. With this, Lazada wanted to engage their audience deeper by sponsoring #SeleraRamadan, a 10-day long campaign asking TikTok users to share what they are breaking their daily fast with. Users share anything from food, recipes, and even all the raw materials and cookware they use to make the breaking of fast even more memorable (everything, of course, you can buy from Lazada). With this collaboration, Lazada got more than 124 million video views and more than 163 million impressions in just 10 days. They also paired the sponsorship with TikTok's in-feed ads.

Products used: Sponsorship Package, H5 Event Homepage Sponsorship, Sponsored Organic HTC, One Day Max, In-feed Auction Ads

Tip #3: What makes your product relevant to the Ramadan celebration? Let TikTok creators talk about it for you!

For Maybelline's first-ever campaign with TikTok, they wanted to communicate their brand messaging with authenticity and diversity – and what better platform is there to do so than TikTok! Maybelline partnered with TikTok creators to do demos on their Fit Me foundation and Lasting Fix Makeup Setting Spray to showcase the benefits and even stress-test them. Through TikTok's Spark Ads solution, they boosted these authentic creator-led content via R&F to achieve maximum reach. For a first-time TikTok advertiser, Maybelline was truly impressed as they got 11.2 million impressions, over 108,000 engagements, and a 70% increase in VTR vs benchmark for the best performing creator video. When asked how it was like working with creators, Julian Tan, Marketing Manager of Maybelline said "Working with creators means having that balance of adherence to branding guidelines and letting the TikTok creators express themselves in a way that is truly authentic to them. It is a new way of doing marketing but it is also where we are headed. If we know our brand really well then it's easier to collaborate with influencers and creators and be comfortable with letting go a bit."

Products used: Spark Ads, Auction Reach, and Frequency, Creator Partnerships

Bringing you more meaningful ways to connect in Ramadan 2021

TikTok has become the source of igniting joy for many, creating a larger opportunity than before for advertisers to reach consumers where they can discover, engage and purchase goods for themselves and others. As an annual tradition for marketers, brands focus on optimizing campaign strategy during Ramadan. Not only do they see Ramadan as an opportunity to drive seasonal sales, but also acknowledge that it is a time they can build meaningful connections with people. The best brands are now on TikTok: harnessing entertainment to naturally draw the attention of users naturally, and ultimately, results in business impact.

So how is your brand planning to ignite joy this Ramadan on TikTok? If you weren't able to join the webinar, you can find the highlights from the event on www.tiktokramadan.com.

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