tokopedia is Indonesia’s largest online mall, connecting buyers to sellers. Established in 2010, it recently secured USD100 million in funding from Sequoia and SoftBank. Though a robust and well-funded marketplace platform, tokopedia still struggled to communicate its core offering. We developed a two-prong marketing communication plan to target buyers and sellers independently.
We approached buyers with a more irreverent, humorous awareness campaign communicating the simple idea that tokopedia has lots of what you need. We developed four TVCs in the first phase of the buyer’s campaign.
For sellers, we developed a thematic campaign that communicated tokopedia’s core mission: to improve the lives of ordinary Indonesians. We created the tagline “ciptakan peluangmu” (create your own opportunity) and through TV, Outdoor and Radio, encouraged sellers to start their own business online. The first phase of this campaign surpassed all expectations for new business registration.