1、RamadanPlaybook 2025 Indonesia12Table of Contents This Ramadan playbook offers guidance on campaign best practices,TikTok ad solutions,creative tips,and inspiring case studies!Ramadan on TikTokJourney towards Brand FameWinning the Conversion GameIndustry InsightConsumer ElectronicsBeauty&Personal Ca

2、reHomecareF&BFashionA.B.C.D.E.1234TravelFinance AutoTelecommunications(TBD)F.G.H.I.3Religious&spiritual content75%Act ofkindness44%Cooking&recipes61%Ramadanshopping62%Ramadanlifestyle&Vlogs62%Ramadanbeauty&fashion47%Ramadan on TikTokSources:(1)TikTok commissioned study conducted by Kantar Profile on

3、 shopping behaviours during shopping seasons among n=750TikTok users and non-users in ID,2024,(2)TikTok data on video views and published,Apr 2023SupplyWhat they want to see based on last Ramadan Demand 1.5T+Video viewsin Ramadan 2024 1M+Videos published in Ramadan 2024 What they made for others to

4、seeInspiration and positive contents fueling entertainment-seeking community 4Our entertainmentDNA drives various acts of#TikTokMadeMeSource:(1)TikTok commissioned study conducted by Toluna on behaviours during Ramadan among n=593 TikTok users and non-users in Indonesia,2024,(2)TikTok Data on Hashta

5、g in Ramadan 2024Cook it38%inspire todecide what to cook 2.6B+video views on#takjil.Advocate it42%inspired me to recommend others todiscover brands and products2B+video views on#rekomendasi.Do Good 38%inspired to dogood during Ramadan1.5B+video views on Goodness related hashtag.Buy It50%inspiredto b

6、uy something 400M+video views on#racuninTikTok.1 in 3 more likely to visitnew places comparedto other platforms Visit it3B+video views on holiday related hashtag.1.5B+video views on#bajulebaran.Try it38%inspired to trynew outfits,make up,and skincare5Trillions of video views and nearly a millionof v