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Tokopedia wins three awards at MIX Indonesia PR of the Year event
Indonesian technology company with the leading marketplace platform in the country, Tokopedia, has nabbed three wins at the MIX Indonesia PR of the Year awards in three categories:
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Tokopedia headquarters in Jakarta, Indonesia. (Courtesy of Tokopedia)
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ndonesian technology company with the leading marketplace platform in the country, Tokopedia, has nabbed three wins at the MIX Indonesia PR of the Year awards in three categories: PR Practitioner 2022 (journalists’ choice) for a Corporate Communications Team in the Trade, Services and Investment Industries, PR Program of the Year in a Pandemic PR Program and Outtakes Index PR Program 2022 in a Pandemic PR Program.
This year’s awards marked the 15th program by MIX, which brought about the added category of PR Practitioner of the Year (professional choice), as well as an outtakes review. The prestigious award assesses the public relations methods of companies through a judging process by communications experts – such as practitioners and academics – and Indonesian journalists.
While previous years’ awards were awarded by a jury consisting only of journalists, this was the first year that the recognition was divided into two classifications: PR Practitioner of the Year 2022 (journalists’ choice) and PR Practitioner of the Year 2022 (professional choice). As mentioned before, in the category of Corporate Communications Team in the Trade, Service and Investment Industries, Tokopedia won the journalists’ choice.
The rejuvenation of the awards also brought about the added feature of reviewing what are known as “outtakes”, which are defined as what the audience does that cultivates extended communication. This is measured by audience engagement, sharing and commenting on a product online or via social media. As social media evolves, outtake parameters are easier to measure. Tokopedia successfully won the Outtakes Index for a PR Program 2022 in the category of Pandemic PR Program.
Tokopedia can also attribute its success to its hyperlocal initiative, which shows the company’s commitment to providing equal opportunities for local businesses using its platform. It is an initiative for the community to easily and quickly find the needs of sellers in their area, thereby increasing a brand’s exposure and demand for local business activity in the region.
In order to champion this cause, the platform launched three programs in the hyperlocal initiative: Waktu Indonesia Belanja (WIB) Lokal, Kumpulan Toko Pilihan (KTP) and Tokopedia NOW! A strategic move on their part to name the first two programs after the most popular abbreviations known to all Indonesian residents.
The first program, WIB Lokal, presents shopping festivals from the 25th to the end of each month. As can be guessed from the name, Tokopedia encourages users to shop from local sellers, therefore offering greater exposure to sellers who participate in the program.
In this case, KTP does not stand for a national identity card. The name of the second program can be roughly translated to Collection of Preferred Stores. The program is designed to bring users closer to the nearest seller with a geotagging feature, so that regional MSMEs have the opportunity to grow.
Lastly, Tokopedia NOW! is a service that helps people get daily necessities with a guarantee that they will arrive a maximum of two hours after payment. This program is usually catered to those who need basic necessities in a matter of seconds, including basic food products such as meat, vegetables, fruits, snacks and more.
