Trip.com
Trip.com
Building a Scalable TikTok Playbook
Building a Scalable TikTok Playbook
Trip.com
Building a Scalable TikTok Playbook
500+
500+
500+
TikTok Influencers Activated
TikTok Influencers Activated
4 Markets
4 Markets
4 Markets
Launched In Parallel
Launched In Parallel
14 Days
14 Days
14 Days
Campaign Delivery Cycle
Campaign Delivery Cycle
Client
Trip.com
Trip.com
Industry
OTA / Online Travel Platform
OTA / Online Travel Platform
Solution
Multi-country TikTok Influencer Activation Strategy
Multi-country TikTok Influencer Activation Strategy
Services
#TravelEcommerceCampaigns #MultiCountryRollout #InfluencerCoCreation #LocalizedContent #ConversionDrivenKPI #TikTokInfluencerMarketing
#TravelEcommerceCampaigns #MultiCountryRollout #InfluencerCoCreation #LocalizedContent #ConversionDrivenKPI #TikTokInfluencerMarketing
Problem
Problem
Problem
Problem
Turning Travel Mega Sales into Content Wins
Turning Travel Mega Sales into Content Wins
In the post-pandemic travel rebound and the rise of Gen Z spending power, online travel platforms (OTAs) are rapidly evolving into e-commerce ecosystems—driven by flash deals, social-first content, and new conversion logic.
Trip.com’s 5.5 / 6.6 / 7.7 mega sale campaigns exemplify this transformation. Each month, the brand launched aggressive promotions across Southeast Asia featuring limited-time offers like flash sales and “buy one get one free” bundles—driving demand for flights, hotels, and attractions.
To match this commercial rhythm, Trip.com aimed to build short-cycle, high-conversion campaigns powered by:
Key promotional moments
Scalable influencer content
Organic exposure and native storytelling on TikTok
But winning the content battle wasn't as easy as ramping up production. Trip.com faced three major challenges:
Fragmented Markets
One strategy didn’t fit all. Malaysia, Thailand, Indonesia, and Vietnam each had distinct user behaviors and content preferences—making it impossible to use a one-size-fits-all approach.Ad-Averse Gen Z Audiences
Younger users no longer respond to polished ads or celebrity endorsements. They trust local voices, familiar accents, and content grounded in local culture.Compressed Timelines
With monthly mega sales, there was barely time to create tailored content. Delays meant missing peak conversion windows.
This wasn’t about producing more content—it was about activating high-impact, hyper-localized influencer campaigns in record time. That’s where we came in. Backed by a mature TikTok creator network and localized MCN operations, we became Trip.com’s core content execution partner across Southeast Asia’s most competitive e-commerce moments.
In the post-pandemic travel rebound and the rise of Gen Z spending power, online travel platforms (OTAs) are rapidly evolving into e-commerce ecosystems—driven by flash deals, social-first content, and new conversion logic.
Trip.com’s 5.5 / 6.6 / 7.7 mega sale campaigns exemplify this transformation. Each month, the brand launched aggressive promotions across Southeast Asia featuring limited-time offers like flash sales and “buy one get one free” bundles—driving demand for flights, hotels, and attractions.
To match this commercial rhythm, Trip.com aimed to build short-cycle, high-conversion campaigns powered by:
Key promotional moments
Scalable influencer content
Organic exposure and native storytelling on TikTok
But winning the content battle wasn't as easy as ramping up production. Trip.com faced three major challenges:
Fragmented Markets
One strategy didn’t fit all. Malaysia, Thailand, Indonesia, and Vietnam each had distinct user behaviors and content preferences—making it impossible to use a one-size-fits-all approach.Ad-Averse Gen Z Audiences
Younger users no longer respond to polished ads or celebrity endorsements. They trust local voices, familiar accents, and content grounded in local culture.Compressed Timelines
With monthly mega sales, there was barely time to create tailored content. Delays meant missing peak conversion windows.
This wasn’t about producing more content—it was about activating high-impact, hyper-localized influencer campaigns in record time. That’s where we came in. Backed by a mature TikTok creator network and localized MCN operations, we became Trip.com’s core content execution partner across Southeast Asia’s most competitive e-commerce moments.
Solution
Solution
Solution
Solution
Dual Engine for Content Scale: Standardization Meets Localization
Dual Engine for Content Scale: Standardization Meets Localization
Faced with the demanding, high-frequency content needs of Trip.com’s monthly Mega Sales, we designed a scalable and efficient 4-country influencer system on TikTok—built on standardized operations and local co-creation.
By productizing the content production workflow—from brief alignment to creator matchmaking, script co-creation, and final publishing—we enabled seamless multi-country campaign execution.
1. Established a Standardized Campaign Playbook
From briefing to influencer selection, script development to publishing, each campaign followed a repeatable rhythm: warm-up → burst → conversion, with a 2-week end-to-end turnaround.
2. Mobilized Local Influencer Resources in 4 Countries
Activated TikTok KOL/KOC networks in MY, TH, ID, and VN. Influencers were matched and onboarded within 72 hours to generate synchronized regional exposure.
3. Co-Created Localized Content
Collaborated with local creators to tailor scripts and formats based on each country’s language, trends, and user preferences—ensuring resonance while maintaining brand consistency.
4. Built a Replicable Content Engine
Transformed creator pools, script libraries, and deployment mechanisms into a long-term “Campaign Engine” that supports rapid launch, stable delivery, and continuous optimization—making content “explosiveness” a repeatable capability.
Key Highlights
✓ Multi-country KOL Network
✓ Time-sensitive Content Burst Strategy
✓ Localized Script Co-Creation
✓ Standardized Execution SOP
Faced with the demanding, high-frequency content needs of Trip.com’s monthly Mega Sales, we designed a scalable and efficient 4-country influencer system on TikTok—built on standardized operations and local co-creation.
By productizing the content production workflow—from brief alignment to creator matchmaking, script co-creation, and final publishing—we enabled seamless multi-country campaign execution.
1. Established a Standardized Campaign Playbook
From briefing to influencer selection, script development to publishing, each campaign followed a repeatable rhythm: warm-up → burst → conversion, with a 2-week end-to-end turnaround.
2. Mobilized Local Influencer Resources in 4 Countries
Activated TikTok KOL/KOC networks in MY, TH, ID, and VN. Influencers were matched and onboarded within 72 hours to generate synchronized regional exposure.
3. Co-Created Localized Content
Collaborated with local creators to tailor scripts and formats based on each country’s language, trends, and user preferences—ensuring resonance while maintaining brand consistency.
4. Built a Replicable Content Engine
Transformed creator pools, script libraries, and deployment mechanisms into a long-term “Campaign Engine” that supports rapid launch, stable delivery, and continuous optimization—making content “explosiveness” a repeatable capability.
Key Highlights
✓ Multi-country KOL Network
✓ Time-sensitive Content Burst Strategy
✓ Localized Script Co-Creation
✓ Standardized Execution SOP
Result
Result
Result
Result
500+ Influencers Activated in 3 Months
500+ Influencers Activated in 3 Months
Across three major Mega Sale campaigns, we activated over 500 TikTok influencers (core output: 300+ videos), covering Malaysia, Thailand, Indonesia, and Vietnam, generating cross-market content resonance.
Across three major Mega Sale campaigns, we activated over 500 TikTok influencers (core output: 300+ videos), covering Malaysia, Thailand, Indonesia, and Vietnam, generating cross-market content resonance.
Industry-leading TikTok Performance
Industry-leading TikTok Performance
The average views per video reach 65K+, the average engagement rate for travel accounts on TikTok is 7.43%, while the overall average engagement rate for the travel industry on social media is only 5.69%*, marking a dual lead in content quality and placement efficiency.
The average views per video reach 65K+, the average engagement rate for travel accounts on TikTok is 7.43%, while the overall average engagement rate for the travel industry on social media is only 5.69%*, marking a dual lead in content quality and placement efficiency.
*The referenced data is sourced from public reports such as hospitalitynet.org and is for comparative reference of platform trends and effects.
*The referenced data is sourced from public reports such as hospitalitynet.org and is for comparative reference of platform trends and effects.
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In an era where content bursts are frequent and nodes are densely packed, we help clients establish sustainable "content resilience"—a capability that most vendors cannot replicate.
In an era where content bursts are frequent and nodes are densely packed, we help clients establish sustainable "content resilience"—a capability that most vendors cannot replicate.
In an era where content bursts are frequent and nodes are densely packed, we help clients establish sustainable "content resilience"—a capability that most vendors cannot replicate.
Contact Us
27B Club Street,
S069413, Singapore
+65 6634 2270
Follow Us
Contact Us
27B Club Street,
S069413, Singapore
+65 6634 2270
Follow Us
Contact Us
27B Club Street,
S069413, Singapore
+65 6634 2270
Follow Us
Contact Us
27B Club Street,
S069413, Singapore
+65 6634 2270
Follow Us