Opening access for small businesses to be seen

During Ramadan, TikTok for Business aimed to support small businesses in Indonesia and Malaysia during a peak commercial period. The challenge was not just driving visibility, but creating meaningful exposure that could translate into sustained interest and leads.

The approach was to build a creator-led system that gave small businesses direct access to visibility. Brands were invited to apply, with selected businesses matched with creators who could review their products in a way that felt relevant to their audience. Each collaboration was tailored to the niche, allowing the content to feel natural while still driving measurable outcomes.

Thousands of businesses applied, with a selected group brought into the program. Across both markets, the campaign delivered strong performance, reaching four times the average leads per KOL in Indonesia and three times in Malaysia, while maintaining efficiency with 81% and 74% of cost per lead below target. What began as an opportunity became a scalable way for small businesses to be discovered through creators.