TikTok Shop goes all out in Malaysia with celeb-powered birthday fiesta campaign

TikTok Malaysia's eCommerce arm TikTok Shop, has gone all out for its "6.6 Fiesta hari jadi" ('6.6 Birthday fiesta'). 

The campaign included a three-day "Jom heboh" ('Let's get excited') carnival at KL BASE Sungai Besi, as well as an "All stars livestream" event which took place on the TikTok Shop Malaysia platform, making the campaign a full-funnel, multi-channel celebration which delighted Malaysians both online and offline.

In the week leading up to the big events, TikTok Shop begun its social push, with its partner celebrities such as Eira Syazira, Siti Nuhaliza, Betty Rahmad and Cik B promoting their meet and greet sessions at the carnival which was set to take place on the weekend of 30 May to 1 June. One of its "6.6 Fiesta hari jadi" promotional videos garnered 33.9 million views on TikTok at the time of writing, while a clip of the actual-day carnival brought in about 3 million views. 

Don't miss: Lazada MY's cryptic clown turns KL into a carnival ahead of 6.6 sale

The event was also enlivened by live performances, interactive games, carnival-exclusive rewards, and on-stage creator appearances. A TikTok spokesperson told A+M, that the inspiration behind the event, was to bring the shoppertainment experience on-ground to customers. "This activation was designed to connect the online shopping experience with real-world brand engagement, enabling Malaysians to interact with their favourite local celebrities and TikTok Shop sellers in person," they said. 

On 4 June two days ago, the platform ran its "All stars livestream" from 9 to 11PM, which featured local creators together with brand founders and ambassadors, to entertain viewers live with games and challenges as they shopped directly on TikTok Shop's platform, all while engaging them with exclusive giveaways and even performances by various singers. 

The spokesperson also added that TikTok Shop's unique shoppertainment capabilities seamlessly merge content and commerce throughout the entire user journey from discovery to purchase, enabling businesses of all sizes to grow sales and build communities.

"Having accumulated over 3 million local affiliate creators and more than 1.7 million local sellers in Malaysia, TikTok Shop remains steadfast in our commitment to empower local MSMEs, homegrown brands, and creators with the support, knowledge, and tools to thrive in Malaysia's rapidly growing digital economy," they added. 

TikTok Shop was not the only one pulling out the stops for the 6.6 mid-year shopping event, as Lazada Malaysia turned heads across the Klang Valley with a series of cryptic clown-themed activations for its "6.6 super wow sale". For three days leading up to 5 June at noon, unbranded billboards featuring a stark clown visual appeared across high-traffic areas in Kuala Lumpur. Once the campaign was fully revealed, the clown character was unveiled as the central figure of Lazada’s carnival storyline.

Beyond billboards, the campaign took a hyperlocal, experiential twist. Lazada’s clown character made surprise visits to selected influencers’ homes, delivering campaign materials in person. The home visits were featured in a series of social videos, where a clown can be seen showing up at influencers' doorsteps with balloons and jump-scaring them by popping balloons in front of their faces.

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