The Story of the Most Popular Book Brand on TikTok Shop by Tokopedia that Can Be the Goal of Ngabuburit with Children

JAKARTA - The average score of Indonesian students' reading ability is 359 - lower than Singapore, Vietnam, Brunei Darussalam and Malaysia - prompting Ziyadbooks (Tokopedia, TikTok Shop), one of the most popular children's book brands on TikTok Shop by Tokopedia, to contribute to increasing reading interest by partnering with affiliate content creators including during Ramadan, which resulted in an increase in sales.

Not only helping children learn to read, Ziyadbooks is actively educating parents to accompany their sons and daughters to understand the content of the reading, along with increasing awareness of the importance of meaningful activities with children, especially during the holy month. Products from Ziyadbooks, such as Muslim Children's Books, Activity Books, to Character Building Story Books can be an option for ngabuburit and more meaningful Eid gifts.

Ziyadbooks has formulated a clear and measurable strategy; maximizing the Tokopedia and TikTok Shop ecosystem during Ramadan. This local brand builds buyer trust through collaboration content with affiliate content creators. The face of the affiliate content creator is visible directly when reading a book in the middle of the promotion so that the recommendation feels more convincing.

When parents see a trusted figure, the buying decision happens faster. As a result, Ziyadbooks sales increased by 38 percent, and 93 percent of transactions came from affiliate content creators with an increase in content assets of 70 percent. This means that content is the main driver of sales.

"Openness of information makes parents more selective in choosing products for their children, so we are here not only to sell books, but to become a trusted partner for Indonesian families in building good habits, especially in special moments like Ramadan. This is the background of our collaboration with various creators who are close to the family audience," said Helmi Rian, Chief Marketing Officer of Ziyadbooks.

Collaboration with affiliate content creators is carried out in layers, from medium to large scale creators, so as to expand the reach of the audience while enriching the stories conveyed.

In the month of Ramadan, content is made as relevant as possible so that it is easier to accept. Complementing the promotion with affiliate content creators, Ziyadbooks also presents a thematic Ramadan bundle package, a best-selling book package packaged with a strong message of the benefits of reading. This strategy not only increases appeal, but also encourages sales.

To strengthen performance in the midst of very tight Ramadan competition, Ziyadbooks allocates 20 percent of the total transaction value to automatically advertise through the GMV Max Tokopedia and TikTok Shop features, with active optimization in the first week of the campaign to ensure maximum results.

"We don't want to just be crowded for a while. Every campaign must be supported by data, the right distribution of ads, and a strong customer experience. The momentum of Ramadan is very short, so the implementation must be fast and precise. The automatic advertising feature on Tokopedia and TikTok Shop helps reach customers more effectively; buyers are easier to find the right book for their needs," continued Helmi.

Focus on the buyer's experience is also the main foundation. Same-day delivery ensures that books arrive on time, especially for gift or Lebaran package needs. While accurate product visuals and descriptions keep consumer expectations in line with reality. In a period when trust and timeliness are so important, small details can make a big difference.

The growth in transaction value and the first position of the Children's Book Brand on TikTok Shop by Tokopedia is certainly a proud achievement for Ziyadbooks. But more than that, the Ziyadbooks story shows that the best growth comes when brands really understand the moment.

Ramadan is not just a shopping season. This moment is about family, about meaningful stories that are read together during ngabuburit or before going to bed, about the good values that are instilled little by little every day. When a brand is able to be present in the warmest space in family life, numbers are no longer the main goal, but rather the natural result of trust that is built thanks to genuine and deep efforts.