TikTok Malaysia encourages Raya bonding through localised in-app challenges

TikTok Malaysia has launched a series of localised in-app challenges to encourage the spirit of "silaturahim" (ties) amongst family and friends as part of its #TikTokRaya2019 campaign. A new challenge will be introduced weekly starting 24 May.

One of the challenges is a co-branded contest with TeaLive and Malaysian superstar, Faizal Tahir. Named #PowerPuasPuas, the challenge requires Malaysians to be as imaginative as they can whilst drinking their favourite drink, especially while breaking fast. TeaLive vouchers are rewarded to 50 users with the best TikTok videos after the contest concludes on 9 June.

"These in-app challenges are in line with our robust localisation strategy to encourage Malaysians to create content relevant to local cultures and trends such as Ramadan and Hari Raya Aidilfitri,” said Sheau Mei Cheah, user and content operations manager, TikTok (Malaysia).

The first of the series, #RayaDahDekat, invites Malaysians to show, parody, or creatively depict the preparation with friends and family ahead of Hari Raya Aidilfitri, coupled with music from TikTok’s Raya music. The other two challenges, #FesyenRaya2019 and #BalikKampung2019, seeks to highlight the all too familiar hunt for the best Hari Raya fashion and the journey to visit loved ones respectively, said the press release. On 4 June, the short-form mobile video platform will also release a special #TikTokRaya2019 challenge to pool together entries that are "creative and inspired by Hari Raya Aidilfitri" and reward nine winners.

Since the campaign was launched, TikTok Malaysia has rallied several Malaysian creators and celebrities to join the in-app challenges to create short videos using its customised stickers.

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