In anticipation of a dynamic Aidilfitri celebration this year, TikTok, a leading destination for short-form mobile videos has introduced the #RancakRaya campaign.
Photo via Forbes
The campaign encourages all users to share their moments as they reconnect with family and friends and embrace the festivities together through specially curated community-driven content.
Throughout the Ramadan season, TikTok has brought out the festive spirit through a variety of activities including themed challenges where users tap onto the relevant hashtags to create content that inspires other users to prepare for the upcoming celebration. The first-ever TikTok live show and Raya original tune will also be showcased to bring people live music that they have missed dearly, especially for Hari Raya celebrations.
With inter-state travel restrictions lifted and borders reopening too this season, users will also be able to connect with each other regardless of their locations as they bring their celebrations from their homes to TikTok through #RancakRaya content.
#1 A Rancak Raya Anchored by TikTok's First Original Raya Song
To kick-off the Rancak Raya challenge, TikTok has gathered music creators including Fatia, the first globally signed TikTok artist, Khai Bahar, and Izzue Islam, celebrity singers Yazmin Aziz and Razmansyah, together with creators from the cooking, education, live, entertainments, sports, and beauty vertical to bring together its first original Raya song, Rancak Raya which highlights the excitement and anticipation of being able to celebrate with family and friends once again. Users can also participate in the dance challenge by uploading their own rendition of the dance.
#2 A "Rancak Raya" Inspired by a Hashtag a Week
Since the start of Ramadan, TikTok featured a hashtag each week to build up more hype surrounding the festivities, giving users something to look forward to and be a part of as they geared up to celebrate.
During the first two weeks of Ramadan, users participated in #BukaPuasa (2nd - 8th April) to showcase their bazaar Ramadan food hauls, reviews and recipes and #TipsRamadan (9th - 15th April) to share facts, information, and personal knowledge which can include religious teachings, financial tips, nutrition tips, and general health tips that can be observed during the fasting month.
Following that, users enjoyed the Green Packet Mini Game by TikTok and revisited iconic Raya music videos, movies and shows through #EntertainmentRaya (16th - 22nd April) and prepared to glam up for Raya by learning from skincare and makeup tutorials and styling tips from the #GayaRaya (23rd - 29th April).
#3 A Rancak Raya Live Show to Meet Favourite Celebrities and TikTok Creators
Adding on to the liveliness of the festive season, TikTok is also taking the opportunity to launch Malaysia's own #MeetOnTikTok, an avenue for artists to showcase their talents and for audiences to get to know these artists on a more personal level.
For 90 minutes daily on 6th - 8th May, TikTok invites all users to a virtual Raya open house through #MeetOnTikTok. The live show will incorporate live performances of Raya songs by Malaysian celebrities from SonyMusicMY and Universal Music Malaysia such as DOLLA and Vanessa Reynauld, as well as budding music creators like Fatia and Hael Husaini. Viewers will also be given a chance to interact with their favourite artists through Q&A sessions in between performances.
Wahh, looks like TikTok-ers had an amazing Hari Raya!
