SEVEN WINS for TikTok at MMA Smarties 2021
SEVEN WINS for TikTok at MMA Smarties 2021
22 November 2021
TikTok For Business
Success StoriesAnnouncements
TikTok's mission of inspiring creativity and bringing joy received a tremendous vote of confidence as TikTok scored 2 Gold, 3 Silver, and 2 Publisher of the Year awards at the MMA SMARTIES 2021 for a total of seven wins across Southeast Asia. As the leading marketing awards programme celebrating innovation, creativity, and business impact in the region, the award highlights TikTok’s success in creating the best branded experience for mobile users while delivering meaningful real world business solutions.
This year, TikTok was also named 'Publisher of the Year' (as declared by MMA) in both Vietnam and Indonesia, the second year the award has gone to TikTok in the region.
Vietnam - Maybelline 'Mấy Bé Lì' Campaign
The winning campaign in Vietnam was Maybelline "Mấy Bé Lì- The Journey To Inspire Gen Z" campaign. As the No.1 Makeup Brand in the Mass Market, Maybelline New York defined their need for recruitment in the Gen Z category as their core target audience due to its overriding importance as the main category new buyers. TikTok helped them to reposition their brand as daring, bold, and confident, deliver their key message to their audience, and promote their Super Stay Liquid Foundation and Super Stay Matte Ink Liquid Lipstick.
The 'Mấy Bé Lì' mnemonic pun, played on the popular idea of 'Lì Generation' (Lì meaning lasting). The campaign delivered a massive boost in sales for the Super Stay franchise, making the Super Stay Foundation the number one SKU in total face category in Shopee Mall after just one month post launch. Favorability for the brand also rose by 8.04%, while preference increased by 141.26%. The brand drove 790% more sales of SuperStay products and a 32.4% lift in online sales year-over-year.
The campaign picked up awards for:
1. Brand Awareness/Experience - Gold Winner
2. Social Media Marketing - Silver Winner
3. User Generated/Influencer Marketing - Silver Winner
@maybelline_vn TLinh, Naomi, Yến Ji tụ hội! Xứng danh Mấy Bé Lì - làm những gì mình thích, tự tin mọi cuộc chơi!
♬ nhạc nền - Maybelline New York
@maybelline_vn Mấy Bé Lì - Behind the scene ⚡️ #maybeli #danchoiheli ♬ Mấy bé lì Maybelline Vietnam - Maybelline New York
Indonesia - OCNC NISP #Save20 Campaign
Over in Indonesia, the OCBC NISP #Save20 campaign delivered multiple wins as well. In an effort to encourage financial responsibility amongst the youth in Indonesia, OCBC NISP bank issued a challenge to TikTok users to changetheir daily habits by saving some pocket change for a rainy day. With this in mind, the brand challenged Indonesian youths to save 20K rupiahs per day with the launch of its #Save20 Hashtag Challenge.
A Branded Effect campaign on TikTok allowed users to see the results of saving money, by allowing them to virtually experience a trip to Paris, a business opportunity that landed them on a '30 under 30 list, or buying a big ticket item such as jewellery. The campaign garnered tremendous reach, delivering more than 873 million video views from 943,000 videos submitted by 409,000 unique participants.
The campaign won the award for Purposeful Marketing - Gold Winner
@jordandoang ikut #Save20 dapet tabungan total Rp 20jt, demi masa depan bersama kamu jodoh yang belum muncul 😝 @ocbcnisp #ad ♬ Money Made - Tamara Bubble
@andreaslukita_ #Save20 Demi bisa keliling dunia dengan penuh gaya 😍😎. DUDUDU 20 ribu ditumpuk jadi apaa? *jawab versi kamu aja 😉 #ad ♬ Money Made - Tamara Bubble
Indonesia - Cimory #CucokCucuCimory Campaign
Cimory, an Indonesian dairy brand leading in yogurt products launched a new milk product line and wanted to build on their brand's category awareness and deliver higher digital engagements. Leveraging a Branded Effect, a gamified AR experience provided a virtual effect activated through different hand gestures with attractive accompanying visuals. This was set to Cimory's original music score to emphasize the branding and its awareness, while giving the fun groove to prompt participation by the users.
Cimory activated a Hashtag Challenge of #CucokCucuCimory, emphasizing how 'cucok' (fitting) their dairy product is for their intended audience. #CucokCucuCimory was a TikTok-first campaign, delivering a 30% increase in sales of their total UHT (Ultra High Temperture) milk products, driving a 3X return on investment from this campaign.
The campaign won the award for Best Brand Experience in Rich Mobile Media - Silver Winner
@glencachysaraofficial Buruan ikut #cucokcucucimory challenge & dapatkan Macbook Air M1! Jangan lupa cobain Cimory UHT Milk guys, variant rasanya banyak & creamy banget! #ad ♬ Cucok Cucu Cimory - Cimory UHT Milk 250
@ikendrena Ayo ikutan #cucokcucucimory challenge dan dapatkan Macbook Air M1! Udah cobain belum semua rasa Cimory UHT Milk? enak dan creamy guys! #ad ♬ Cucok Cucu Cimory - Cimory UHT Milk 250
In Thailand, the Mirinda #เกินต้าน campaign was shortlisted at the APAC MMAs.
Congratulations to our award winning teams and campaigns! As a platform that aims to help brands tell their stories in a more creative and engaging way, these awards affirm the impact of TikTok as a platform to build solutions that meet the needs of our partners and the industry.
