Background
Tiket.com is an online travel agency that provides various booking services for hotels, apartments, flights, car rentals, and entertainment. Recently, Tiket.com utilized AnyMind Group’s influencer marketing platform, AnyTag, for their 2022 Ramadhan campaign (THR) in Indonesia.
THR typically stands for “Tunjangan Hari Raya”, or receiving holiday allowance, is one of the most awaited moments during the month of Ramadan, and Tiket.com wanted to put their own spin on THR to mean “Tiket Hari Raya”.
During the Ramadhan period, Indonesians usually travel back to their hometowns to celebrate the festive season, meaning that there is greater demand for flights and accommodation – and by extension, a lift for the travel industry.
Strategy
Utilizing influencers (who have 1,000 followers and above) on TikTok, the campaign required influencers to post a video on TikTok with customized hashtags, keywords, and promo codes with Ramadhan as the main theme. The user-generated content created for the campaign explained about the purpose of the THR campaign by Tiket.com.
THR is one of Tiket.com’s mainstay campaigns and is routinely carried out between the Muslim festivals of Ramadhan and Eid.
The campaign was divided into two smaller campaigns, namely “THR Regular” and “THR POLPOLAN,” with the campaigns running in the middle of April 2022 and the end of May 2022.
The campaign was split due to different objectives that Tiket.com wanted to pursue. “THR Regular” campaign utilized both macro-influencer and mega-influencer to give more impact, and as for “THR POLPOLAN,” the objective was to increase social media buzz. These campaigns utilized influencers who have an account on the AnyCreator app.
Results
With a total of 100 influencers joining both campaigns on TikTok, Tiket.com was able to successfully pull audiences with an average engagement rate of 4.84%, with up to 312,000 views from TikTok users in Indonesia.
