Ancol Theme Park x Sunrise Digital Marketing

The objective

Ancol Theme Park has long been Indonesia’s go-to destination for fun, family, and recreation. As their audience evolved, the brand needed a strategy to continue inspiring a new generation that discovers, decides, and books experiences directly from their phones. 

To reach this always-scrolling audience, Ancol teamed up with Sunrise Digital Marketing to reimagine how it connects with visitors through TikTok. The goal was clear: to turn casual discovery into real-world visits by making awareness, engagement, and ticket purchase feel seamless within the app.

The solution

To bring this strategy to life, Ancol adopted TikTok’s Spark Ads, a solution designed to boost engagement and performance through creator-led content. 

This was supported by several key features and optimisations:

• Automatic Placement: Automatically distributes ads across TikTok and partner apps, directing budget to placements that delivers the strongest results.

• Location Targeting: Ensure campaigns reach cities where potential visitors are most likely to take action.

• Custom Audience (Page View 180D): Retarget users who had visited Ancol’s website within the last 180 days.

• Automatic Advanced Matching (AAM): Improve audience accuracy by matching website visitors with TikTok users for precise and effective retargeting.

The result

The campaign delivered exceptional outcomes, achieving 2.3x higher conversion rate (CVR), 2.4x higher return on ad spend (ROAS), and 2.3% lower cost per click (CPC).

These results highlight how combining TikTok’s automated solutions with authentic, creator-led storytelling can drive both engagement and conversion. By aligning with evolving consumer behaviour and enabling a seamless discovery-to-purchase journey, Ancol successfully turned entertainment into action.