Tokopedia

Tokopedia is an Indonesian e-commerce platform founded in 2009 by William Tanuwidjaya and Leontinus Alpha Edison. Tokopedia began as a humble e-commerce platform but gained prominence and recognition following numerous successful campaigns.

As of the second quarter of 2022, Tokopedia had over 150 million monthly active users, making it the leading e-commerce platform in Indonesia. During my time at Tokopedia from 2019 to 2022, I gained many valuable insights that have shaped who I am today. As of December 2023, ByteDance acquired most of Tokopedia's stock, making it the primary shareholder.

Role
Copywriter
Year
2019-2022
Work Type
Copywriting
Content Design
Marketing
I'm Responsible For:

Concepting an umbrella campaign for the brand, ensuring the copy in promotional materials is accurate, creating some microcopy for the UI, and contributing to the development of brand guidelines.

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Crafting Stories, Generate Buzz

What Is It?

During my time at Tokopedia, I primarily worked on creative and marketing projects for the physical goods team and regional expansion. The team I was part of was responsible for the primary national campaign and regional campaigns initiatives.

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What I Do:
Creating promotional materials and campaigns for in-app use, writing scripts and storyboards for radio, TV, and print ads, and occasionally collaborating with the product design team as a UX writer.

Creating jingle, some legendary, others hit on the trend

My first-ever jingle has become the company's most successful jingle ever, reaching over 100 million people and featuring K-pop's biggest star.

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Just ask the people of Indonesia from 2020 to 2023—many remember the catchy "WIB Tokopedia." Even kids on the street sing it, and I take great pride in what my team has accomplished.

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Why it happen:
Creating a jingle for advertising is an effective way to grab attention, as I learned from reading David Ogilvy's book, Ogilvy on Advertising. When a challenge to raise awareness during the COVID-19 pandemic arose from stakeholders, I suggested a jingle as one of the methods.
How it's done:
To create something memorable, it needs to be familiar, unique, and catchy, so I tried to make the jingle based on a folk song that almost everyone knows; the other is using a current trending song, while the latter method could be a hit and miss, the team manages to hit on the trend at that time.
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Small detail, huge impact: microcopy & name

Copies and microcopies can have a significant impact on a digital product, as they are the elements that guide and provide understanding to users when they use the product.

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At Tokopedia, I primarily create microcopies for products, features, marketing, and UI naming. I ensure that the audience understands the marketing material, campaign name, or even a feature that requires additional creative input.

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Why it's important:
Specifically, during my tenure at Tokopedia, we also aimed to capture a larger audience in smaller Indonesian cities. The goal was to create something that was unique yet familiar and easy to understand for the audience.
How It's done:
I look for an abbreviation that is already familiar to people, test it out with others, and make it simple enough to be understandable not just to the primary target audience but also to the broader audience.

The Highlights

💡I have created scripts, copies, and promotional material in 360, meaning I have worked with almost all forms of campaign and daily promotional execution.

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💡 The Waktu Indonesia Belanja jingle has been played and seen by almost a billion people, running for nearly 4 years.

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💡 The Waktu Indonesia Belanja campaign has reached a transaction value of 1.3 billion USD by 2022.

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