Malaysian supermarket chain Mydin has roped in its MD Ameer Ali Mydin to front its new TikTok account. Launched on 16 April during the Movement Control Order, the account currently has 35 videos, majority of which feature Ameer (pictured) doing various tricks to highlight the deals and promotions offered, as well as the Wipe It Down and Sunglasses challenges. The account also features Mydin's board of directors.
In a statement to A+M, Mydin's spokesperson said Ameer has been synonymous with and is a familiar face behind the brand. As the owner of the brand, Ameer is credible and this brings confidence to consumers, while at the same time building trust and a strong connection with viewers, the spokesperson said.
"The idea [to launch a TikTok account] came when the team was planning a strategy to reach younger audiences via this medium. The current COVID-19 pandemic is a good time to go ahead with this strategy," the spokesperson said. He explained that with more consumers at home, they spent more time on their mobile phones to entertain themselves.
With the TikTok account, Mydin aims to target a new market segment of "untapped customers from all ages". The account currently has 111.2k likes and 24.1k followers and the spokesperson said some of its videos have also become popular in Australia. When asked how TikTok fits into its marketing plans, the spokesperson explained that the medium is enable to enhance its brand presence in the market.
"The company needs to stay relevant and in order to survive, businesses will have to always innovate their marketing strategy alongside current trends. As of now, TikTok complements the many digital platforms we have in the market," he said. In addition to TikTok, Mydin is also present on Facebook, Twitter and Instagram.
The company "foresees vast potential" in producing more creative content this year to build stronger connections with consumers and increase engagement with them. "User-generated content such as contests and product placements are among the plans we are looking forward to in the near future," the spokesperson said.
Separately, TikTok made headlines recently when it announced just yesterday that it will exit the Hong Kong market within days. This follows the recent establishment of the new national security law by China which reduces Hong Kong's autonomy. Quoting TikTok's spokesperson, Reuters said that in light of recent events, the company has decided to cease operations of the app in Hong Kong. Previously, CEO Kevin Mayer said the app's user data is not stored in China, adding that the company will not accede to requests made by the Chinese government to censor content or access TikTok's user data.
On the same day, US Secretary of State Mike Pompeo said the US is "certainly looking at banning Chinese social media apps, including TikTok. According to Reuters, Pompeo suggested tht the app shared information with the Chinese government, a claim which the company denied. Lawmakers in the US have brought up national security concerns over TikTok's handling of user data, Reuters reported, adding that they were worried about domestic companies being required to comply with Chinese laws "to support and cooporate with intelligence work controlled by the Chinese Communist Party".
TikTok to quit Hong Kong over new security law
Ever wondered how the content feed on TikTok is being curated?
TikTok hunts for APAC agency development lead
Former OMD Indonesia GM Rahul Divay heads to TikTok
TikTok appoints agency partner for branded content, looks to grow team
Analysis: TikTok queries spike for content creators, but will the dollars trickle in too?
Analysis: Why marketers aren't spending on TikTok despite its explosive growth
Get the daily lowdown on Asia's top marketing stories.
We break down the big and messy topics of the day so you're updated on the most important developments in Asia's marketing development – for free.subscribe now open in new window