Tokopedia and TikTok Shop Launch 'Promo Guncang 12.12' Campaign

Boosting Local Beauty Brands Globally

Tokopedia and TikTok Shop have launched their highly anticipated 'Promo Guncang 12.12' campaign, marking a significant milestone in Indonesia's e-commerce landscape. This end-of-year sale features substantial discounts and promotional offers designed not only to drive consumer spending but also to promote Indonesian local beauty brands on a global scale through their 'Lokal Mendunia' initiative.

Key Features of the Campaign

The 'Promo Guncang 12.12' campaign is structured across multiple phases, starting with the 'Road to 12.12' from December 1-11, followed by the main event on December 12. Key features include:

• Voucher giveaways up to Rp12 million on the main event day
• Flash sales featuring products priced as low as Rp12,000
• Shopping Cart Clearance with total values reaching Rp120 million
• Gratis Ongkir Rp0 (free shipping) throughout the campaign period
• Exclusive deals through Super Brand Day

Empowering Local Brands

The campaign specifically highlights three prominent Indonesian beauty brands: Azarine, Hanasui, and Amaterasun. These brands have shown remarkable growth through their collaboration with Tokopedia and TikTok Shop, particularly during previous campaigns like 'Gajian Sale' and 'Promo Guncang 11.11'.

Azarine: Leveraging AI for Personalized Customer Service

Azarine, established in 2002, has become a leading player in Indonesia's skincare market. The brand has successfully integrated AI technology to provide personalized customer service, enhancing consumer satisfaction. Since joining TikTok Shop in 2022, Azarine has seen significant growth in both audience reach and sales through various content-commerce strategies.

Hanasui: Capitalizing on Digital Trends

Hanasui, founded in 2016, has maintained its relevance in the competitive beauty market through strong product development research and digital campaigns that resonate with Indonesian consumers. The brand has recorded double-digit sales growth during major campaigns, supported by creator content, affiliate marketing, and live streaming sessions.

Amaterasun: Riding the SPF Trend

Amaterasun, which entered the TikTok Shop platform in 2023, gained rapid popularity after its physical sunscreen product went viral on TikTok in 2024. The brand has seen 300% sales growth during peak campaigns compared to regular days, demonstrating the power of viral marketing and strategic platform presence.

Expanding Globally Through 'Lokal Mendunia'

The 'Lokal Mendunia' initiative is a crucial component of the 'Promo Guncang 12.12' campaign, designed to help Indonesian brands expand into international markets, particularly within Southeast Asia. Through this program:

• Brands gain access to TikTok Shop's cross-border infrastructure
• Receive support from local TikTok Shop teams in target markets
• Benefit from comprehensive services provided by TikTok Shop Partners (TSP)

Impact on Indonesia's Digital Economy

This campaign demonstrates the growing importance of digital ecosystems in Indonesia's e-commerce landscape. By combining content-commerce strategies with major promotional events, Tokopedia and TikTok Shop are not only driving sales but also:

• Strengthening consumer trust in local brands
• Promoting Indonesian products globally
• Enhancing the overall digital economy infrastructure

The success of this initiative could potentially reshape Indonesia's e-commerce landscape, providing valuable insights for both local and international brands operating in the region.