Tugo Travel Agency

The Objective

Tugo is a leading Vietnamese travel agency that sought to maintain its strong connection with travellers and remain top-of-mind during a period when severe weather events and broader market headwinds dampened travel demand in the region. 

By staying proactive during this slowdown, the agency aimed to preserve its presence and sustain the continuous engagement with its audiences effectively, even during quieter periods in the travel calendar. The primary goal of the campaign was to expand lead volume and unlock new demand beyond the existing platforms.

The Solution

Tugo piloted TikTok Instant Messaging Ads, which is a solution designed to spark two-way conversations between the agency and prospective travellers. This format redirects users to third-party messaging apps, reducing friction from initial interest through to final enquiry, and enabling a more direct customer journey. The agency also leveraged the “Conversation Goal” to reach audiences actively browsing relevant content on the platform and ensured each touchpoint captured high-intent interest.  

For Tugo, this approach went beyond driving traffic and the move was more about creating a conversation-led experience. Through facilitating real-time interactions, the agency was able to nurture high-intent leads and provide tailored information that helped travellers make decisions faster, effectively generating demand.

To manage enquiries at scale, Tugo partnered with Haravan, an official Tiktok Messaging Partner. Haravan is a commerce and message management platform that helps businesses centralise customer messages efficiently across messaging channels. This ensured enquiries were handled promptly and allowed the transition from a TikTok ad to a one-to-one conversation to stay seamless.

The Results

The campaign demonstrated that a conversation-led approach can help with accelerating lead acquisition. The agency achieved a 20% decrease in cost per lead (CPL), a 20% increase in conversions, and a 25% uplift in conversion rate (CVR) when compared to other platforms. Overall, this strategic shift to using TikTok Instant Messaging Ads proved to be a cost-efficient way for Tugo, while also helping to seed future travel demand as market conditions recover.