Journalist and Influencer Najwa Shihab Shares Joy for TikTok's 2022 Campaign

M&C Saatchi Indonesia has rolled TikTok’s Brand Campaign for 2022 that went live on Saturday, 8th January. An integrated campaign that will run across three phases between January to March 2022, will set the theme for all TikTok campaigns to follow in the year. Titled #SerunyadiTikTok (meaning Joy in TikTok), the campaign aims to establish the diversity of the content on TikTok.  

The campaign brings onboard popular journalist, news anchor and influencer, Najwa Shihab, as the Brand Ambassador for TikTok in Indonesia, in her first ever brand  endorsement. Her verified TikTok account (@najwashihab) was unveiled with the launch of the campaign on 8th January, where she will discover different kinds of content on TikTok, as she engages with different ‘Tribes’ of content creators on the platform. Her audience, especially those who aren’t on TikTok, will get to discover TikTok through her eyes. Shihab has a whopping 20.9 million followers on Instagram.  

The campaign kickstarted with a PR drive, with the media buzzing about Shihab’s presence on TikTok. Her inaugural TikTok post had over two million views within 24 hours of going live, and had 51.3 million views at the time of publishing this release. Shihab had also gained 859,500 followers on TikTok, with over 2.3 million likes to her posts. This followed the launch of the brand film, where she engages with eleven popular TikTok creators like Dimas, Tjokro Wimantara, Avan Putra, Michele Alexander, Sally Tanudjaja, Tamara Dai, Silvia Salim, Wulan Wu, Prio Romano, Gilang Seiya Rama and Hana Wilianto. Digital 3D billboards are now showing Najwa engaging with TikTok content in her discovery journey across Jakarta. 

Shihab, an award-winning journalist and founder of Narasi TV, comes with a persona that’s serious, purposeful and intellectually driven. She’s known for standing up for women’s rights, literacy, preventing child marriage and was even the Ambassador for Literacy in Indonesia. Her presence on TikTok accentuates the diversity of content that  goes beyond dance videos to cover beauty tips, life hacks, travelogues, photography, culinary, tech reviews and lots more. 

Adding to this, Anish Daryani, founder and president director, M&C Saatchi Indonesia, said: “TikTok is a brand every agency would want to work on, and I’m proud we get to do  the honours. Working for a brand that has one in every seven people in the world on its platform is a huge responsibility. I’m glad we get the opportunity to be architects of  TikTok’s biggest campaign in the country yet and set the brand’s direction through 2022, and hopefully beyond.”