TikTok Shop to go all out for SEA's mega shopping days with VMLY&R

eCommerce solution TikTok Shop has appointed global brand and customer experience agency VMLY&R to handle TikTok Shop’s major multimarket push around the year’s biggest online shopping days.

The 'shoppertainment' campaigns aim to position TikTok Shop as the go-to shopping destination for Southeast Asia's Gen Z consumers aged 18 to 34, and to drive purchases on the TikTok app.

Likewise, the campaigns will also aim to highlight how TikTok shop offers better value for money and provides much better entertaining, informative, fun and personalised shopping experience over other platforms.

As part of the partnership, VMLY&R and TikTok Shop released an exciting 11.11 campaign earlier this year. The campaign featured a video titled "The Job Lift", which aimed to showcase how consumers can enjoy themselves while allowing the products they're interested in to find them on TikTok Shop.

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In "The Job Lift", a person enters an elevator before midnight on 10.11 to browse TikTok Shop. When midnight strikes on 11.11, the person finds products they want at a discounted price while a bounty of fun content entertains them.

“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," said Nicky Lee, client services director at VMLY&R.

Following the release of the 11.11 campaign, the agency and TikTok Shop will deliver a 12.12 campaign in December.

This comes shortly after a study was done by market research and data analytics company Milieu Insight. It was found that while 61% of Gen Zs are aware of TikTok shop, only 20% have shopped on it and only 11% have made an actual purchase.

Meanwhile, according to survey, only 11% of TikTok Shop's Gen Z target audience have made an actual purchase on the platform.

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