Bakmi Mewah Indonesia

The Objective

Boosting reach and impressions for Bakmi Mewah

Mayora is an Indonesian food and beverage company recognized as the world's largest coffee candy manufacturer through the Kopiko brand. For this campaign, Mayora sought to promote its in-house instant noodle brand, Bakmi Mewah, which uses innovative ready-to-serve bakmi, or noodles, to younger audiences on TikTok. But Bakmi Mewah did not have suitable TikTok creatives to promote on the platform. With this in mind, Bakmi Mewah turned to a badged TikTok Creative Marketing Partner, Redcomm Indonesia, to repurpose an existing TVC asset for TikTok.

The Solution

Repurposing TVC campaign assets and engaging the right TikTok creators

With the help of Redcomm Indonesia, Bakmi Mewah was able to turn its existing TVC asset into an organic video to be used as Spark Ads. The creative agency was collaborative and gave clear direction to Bakmi Mewah, converting its current video asset into a 16:9 format, and reducing the duration of the video to 30 seconds without diluting its brand messaging. Bakmi Mewah promoted the new asset as a Spark Ad targeting TikTok's youthful audience. Because Spark Ads boost organic content, they help advertisers increase the efficiency of their ads with more authentic content that leaves a lasting impression on the community. Bakmi Mewah also engaged TikTok creators to promote its instant noodle products through In-Feed Ads with a reach objective that encouraged users to participate in the conversation. Creators filmed themselves eating Bakmi Mewah instant noodles while leveraging existing TikTok trends to create videos that resonated with their target audiences.

The Results

Accelerating impressions and follower count

With the repurposed asset, Bakmi Mewah delivered a total of 899,000 impressions that reached 682,000 unique users with an average CPM of IDR 6.6K. The repurposed asset was also successful in driving user interest to explore more of the product, with 161 new followers to the new account and 595 users visiting Bakmi Mewah's TikTok profile page, achieving the brand's campaign goals.

"When crafting the idea and execution of TikTok ads material, it is important for us to assure that the content looks genuine, authentic, and most importantly, conveys a clear message to the target audience. It is also highly recommended to tap into the trending music to catch the audience’s attention without sacrificing the brand persona and brand essence in the output at the same time. We are glad that Redcomm, as a TikTok Marketing Partner in creative production, is able to leverage these best practices to help our client find success in their campaign on TikTok."

YUWI ANJAYA. MANAGING DIRECTOR, REDCOMM