Double-date campaigns (Kampanye Tanggal Kembar) are a powerful driver of sales growth for online sellers in Indonesia. But did you know that the shopping excitement for double-dates starts a week before the peak day and continues even afterward?
On Tokopedia, transaction spikes for double-date promotions typically begin around payday (around the 25th of each month) and reach its peak on D-days of double-date like 8.8, 11.11, 12.12. Interestingly, we still see a spike in consumer purchase activity for three days after the peak days ends. This period is categorized into three phases:
- The Teaser Period: From the 25th of each month to the day before the double-date peak day.
- The Peak Day Period: The double-date peak day itself (e.g., 8.8, 9.9, 10.10).
- The After Party: From the day after the double-date peak day (D+1) until three days after the peak day (D+3).
How can your brand maximize this momentum on Tokopedia?
1. Allocate Your Ad Budget Strategically
- Teaser Period: Allocate 30% of your budget to build awareness and drive consideration. This phase helps to generate interest and anticipation among potential customers, increasing the likelihood of conversions when the peak day arrives.
- Peak Day: Allocate 45% of your budget to capture purchases. During the peak day, consumers are in their highest buying mood, and having a significant budget allocated ensures your ads are visible when it matters most.
- After Party: Allocate 25% of your budget to reconnect with high-intent consumers. This phase allows you to re-engage with consumers who showed interest but did not purchase and also engage with late shoppers, helping your brand to capture additional sales.
2. Content is Key: Tailor your promotional content to each phase for maximum impact.
3. Target the Right Audience at the Right Time: Implement an effective targeting strategy.
4. Ensure Your Bidding is Competitive: Adjust your bidding strategy to maintain visibility and effectiveness.
Ready to boost your sales during double-dates season? Connect with your Tokopedia Marketing Solutions Account Manager to start planning!