Oh My Grande! (OMG) partnered with TikTok to increase its brand awareness, drive sales, and empower aspiring influencer and small-to-medium sized businesses (SMBs) to grow. The collaboration culminated in a record-breaking shoppable live streaming event that educated young Indonesian girls on how to become affiliate content creators and grow their business.
OMG aimed to empower women and small-to-medium enterprises (SMEs) by becoming one of the first brands to democratize a very powerful tool — TikTok Live. The brand's goal was to boost TikTok event collaborations, drive awareness of OMG, and attract new usage of livestreaming inventory and user-generated content (UGC).
To this end, the brand partnered with renowned TikTok creators who initially kickstarted their careers on TikTok — Mami Louisse Scarlett, Laura Siburian, and Vindy Lee — to share their expertise and enhance the live streaming events. With this approach, OMG hoped to drive awareness, and break a Museum Rekor-Dunia Indonesia (MURI) record as the biggest integrated approach of TikTok live streaming.
In the digital age, influencer marketing is a powerful force. OMG recognized the significance of becoming creators and shop affiliates as a source of income for SMEs and Indonesian women of all backgrounds. By partnering with TikTok Shop (now ShopTokopedia), OMG boosted brand awareness, reached a broader audience, and connected with a new generation of entrepreneurs. This collaboration not only empowered women but also drove business growth, resulting in increased sales. Leveraging TikTok's ecosystem of creators and communities, OMG harnessed entertainment-driven engagement and physical festivals to create a comprehensive online-to-offline activation.
OMG targeted young Indonesian women between 18 and 30 years old interested in cosmetics, skincare, and fashion. They share product reviews and recommendations online, in hopes of growing their business and participating in the creator/affiliate economy.
OMG understood the preferences of gen Z and millennials on TikTok. By leveraging livestream engagement, trends, and affiliate influencers, the brand increased brand awareness through an impactful education campaign for Indonesian women and SMEs to empower new affiliates and SMEs to start businesses.
The effort marked OMG's first collaborative partnership with ShopTokopedia via an exclusive physical event in Surabaya.
Pre- and post-events, the campaign utilized TikTok advertising solutions to boost OMG's event collaboration, increasing awareness and attracting visitors. By using shopping ads, spark ads, top view ads, top feed ads, in-feed ads, shoppable livestreams, and creator partnerships, the campaign educated aspiring girl bosses on crafting irresistible content.
The campaign relied on two components: impactful creative content (engaging shoppable livestreams) and creator collaborations. What's more, the brand invited young women to learn directly from three affiliate creators.
OMG also hosted TikTok livestream activities for five consecutive days. A total of 3,719 live streamers participated in the offline event, driving engagement and breaking the MURI record for "TikTok Live Stream with The Most Affiliates."
The campaign capitalized on trending sounds and video templates to create content, ensuring relevance and resonance with the TikTok community. The TikTok creators the brand partnered with had a combined following of 16.9 million on TikTok. They provided expertise as content creators and influencers, enhancing OMG's brand's credibility and reach.
OMG invited even more creators to amplify the event ambiance, activities, and benefits. Featured content demonstrated product benefits and embedded a yellow cart for seamless purchases, providing an effortless shopping experience for viewers.
OMG successfully induced awareness and new trials of its brand while empowering women to become creators. Campaign results included:
