TikTok Indonesia taps news anchor Najwa Shihab to showcase content diversity

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TikTok Indonesia wants to showcase the diversity of the content on TikTok through its #SerunyadiTikTok (Joy in TikTok) campaign. Done in collaboration with M&C Saatchi Indonesia, the campaign brings onboard popular journalist, news anchor and influencer, Najwa Shihab, as the brand ambassador for TikTok in Indonesia, in her first-ever brand endorsement.

Her verified TikTok account (@najwashihab) was unveiled with the launch of the campaign on 8 January, where she will discover different kinds of content on TikTok, as she engages with different “Tribes” of content creators on the platform. Her audience, especially those who aren’t on TikTok, will get to discover TikTok through her eyes. Shihab currently has 20.9 million followers on Instagram. The campaign kickstarted with a PR drive surrounding Shihab’s presence on TikTok. Her inaugural TikTok post had over two million views within 24 hours of going live and had 51.3 million views at the time of publishing this release.

Shihab had also gained 859,500 followers on TikTok, with over 2.3 million likes to her posts. This followed the launch of the brand film, where she engages with eleven popular TikTok creators such as 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 now showing Shihab engaging with TikTok content in her discovery journey across Jakarta. Shihab comes with a persona that’s serious, purposeful and intellectually driven. She is also known for standing up for women’s rights, literacy, preventing child marriage and was the ambassador for literacy in Indonesia. According to TikTok, her presence on the platform accentuates the diversity of content that goes beyond dance videos to cover beauty tips, life hacks, travelogues, photography, culinary, tech reviews and lots more.

Anish Daryani, founder and president director, M&C Saatchi Indonesia, said: “TikTok is a brand every agency would want to work on, and I’m proud we get to do the honours. Working for a brand that has one in every seven people in the world on its platform is a huge responsibility. I’m glad we get the opportunity to be architects of TikTok’s biggest campaign in the country yet and set the brand’s direction through 2022, and hopefully beyond."

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