Optimizing Ramadan Momentum to Tap Into the Customers’ Hearts

Versuni Homelife Indonesia is a company at the forefront of domestic appliances, home to some of the world’s most renowned brands—including Philips.

With a mission to transform ‘houses’ into ‘homes’, Versuni understands the significance of creating a space where people truly feel at ease, especially during the long-awaited Ramadan when the momentum to gather with family at home is at its peak. This tradition makes the Holy Month an ideal time for Versuni to tap into the hearts of millions of Indonesian people.

Versuni trusted TikTok, with a community of more than 125 million users in the country and a range of innovative solutions designed in collaboration with Tokopedia, to drive maximum sales results during the highly competitive Ramadan period.

Strategic Product Placements: Key to Attracting Potential Customers

The right product at the right time and, most importantly, at the right place. Philips Versuni’s story showed that strategic product placements are highly effective in attracting potential customers.

With Shop Ads—especially Product Shopping Ads (PSA), Versuni was able to feature their hero products on TikTok’s ShopTokopedia, while Top Ads gave these products a boost by putting them at the top of Tokopedia search results. Whether shoppers search for ‘Air fryer’ or ‘Blender’, both Shop Ads and Top Ads helped Versuni stay at the forefront by making sure their products were prominently featured and highly visible amidst the hustle and bustle of the season.

The Tokopedia Display Network (TDN) was another strategic move, placing Versuni’s promotion banners in prime and almost unmissable spots like the homepage to capture millions of eyeballs. The effectiveness of these product placements contributed to the 51% Lift in ROAS.

Converting Sales Through Seamless Shopping Experience

Aside from product placements, offering a smooth and accessible shopping experience with Video Shopping Ads (VSA) and LIVE Shopping Ads (LSA) was a real game-changer.

VSA enabled Versuni to incorporate shopping features into advertised videos and has been Versuni’s top contributor to its overall GMV in 2024, including in Ramadan season. Versuni through Philips Home Living also held a series of 12-hour LIVE sessions on TikTok to boost its Ramadan promotion.

The brand believes that live streaming is pivotal in boosting visibility and driving product knowledge, and LSA made it easy for high-intent shoppers to find the LIVE session on their page and check out its products with a hassle-free payment process. This not only made shopping more convenient but also directly boosted Versuni’s sales, contributing to the overall 87% lift in orders.