Posted on by Vishnu Devarajan
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The first of AEON and TikTok’s partnership through Raja Viral garnered 65 million views
27 Mar
Always on the lookout to grow the means of digital communication to expand the conversation on new products and services, Malaysia’s established retailer and supermarket chain AEON has forged an exclusive partnership with popular social media application TikTok, to produce Raja Viral, a reality interactive series featuring up and coming content creators.
Raja Viral features 12 TikTok influencers in an 8-week period to navigate weekly challenges and tasks to win the final cash prize worth RM80,000. This series is hosted by renowned celebrity, Datuk Aznil Nawawi, who is also the series’ co-creator and mentor to the influencers.
To date, Raja Viral’s success has been above expectation with total buzz garnering over 65million in accumulated video views on TikTok alone from its 12 contestants and AEON’s branded account.
During the span of 8 weeks of task-related episodes alone, contestants’ stories and postings collected 23.2million accumulated views, with a total of 1.6million in engagement (likes, comments and shares). Factoring in all additional hype during certain episodes’ viral pranks, which outlined respect as a necessary ingredient in content creation; it has further fuelled the show’s popularity.
Throughout the series, the influencers will execute themed challenges and tasks ranging from creating virality, creative editing, food reviews, community activations to parodies.
As mentor, Datuk Aznil guides the influencers through the tasks to shape them to become better brand ambassadors. Concurrently, AEON also provides 3 workshops by TikTok Creative Lab to them.
AEON Malaysia’s Chief Merchandise and Marketing Officer Low Ngai Yuen said, “AEON is targeting young consumers who are active online, seeking information and entertainment at the same time – we are working towards having Raja Viral as the answer.
Concurrently, we are also expanding our digital content creators community to support the shift of influencing and viral impact into that of a positive and beneficial one for the consumers.
“We are glad that Raja Viral has been able to live up as the conversation starters for collaboration with more brands and partners. The ones on the current bandwagon – we thank you for being so on point!” she added.
Raja Viral is supported by sponsors Carrie Junior, OEL and Todak Fusion.
The young Izzat Haikal Abdul Hakim walks away as the much coveted winner of the title, Raja Viral alongside the cash prize of RM80,000.
The other 11 TikTok influencers are:
Daing Iskandar Mohd Tahir – https://www.tiktok.com/@daing.ellando
Most influencers initially started using TikTok during the Movement Control Order (MCO) imposed nationwide at the height of Covid-19 pandemic.
Their participation in the Raja Viral are be based on criteria of creativity, authenticity, marketability, consistency and number of followers.
The finale of Raja Viral was live on 16 March 2023 at AEON IOI City Mall Putrajaya and premiered as the first of its kind on TikTok via AEON Retail Malaysia.
