On January 16, 2025, TikTok for Business and e27 hosted the highly anticipated Ramadan Ready for SMBs: Elevate Your Brand’s Story on TikTok at Hotel Maya in Kuala Lumpur. More than 400 business owners, marketers, and advertisers came together for a day of insights, practical workshops, and networking, all designed to help small and medium-sized businesses make the most of one of the most important cultural moments in Southeast Asia.
Why this collaboration mattered
For SMBs, Ramadan is more than just a sales season—it’s a cultural and community moment that shapes consumer behavior. By understanding how audiences engage during Ramadan and Hari Raya, businesses can create more authentic connections that drive impact well beyond the festive period.
TikTok for Business, known for enabling creativity and community-driven marketing, partnered with e27 to create an immersive experience that combined data-driven insights with hands-on learning opportunities. Together, we designed an event where SMBs could discover how to tell stories that resonate, leverage TikTok’s ad solutions, and optimize campaigns across every phase of Ramadan.
Key themes that emerged
The day’s program featured TikTok SMB Account Managers Michelle Lau and Eric Chen, who shared strategies for using TikTok’s innovative ad formats to craft authentic, engaging campaigns. Real-world case studies demonstrated how brands boosted awareness, engagement, and sales during Ramadan through TikTok’s ecosystem.
A highlight of the event was the panel discussion with Nestlé and Applecrumby, where speakers emphasized how aligning brand messaging with values such as reflection, generosity, and community strengthens audience connection. Panelists also highlighted the growing importance of short-form, visually compelling content and the role of influencer collaborations in fostering trust and engagement.
Workshops further equipped attendees with practical knowledge on campaign optimization and success measurement, ensuring participants left with actionable tools to implement immediately.
The e27 x TikTok approach
e27 partnered with TikTok for Business to ensure the event achieved both scale and impact. From planning through execution, the focus was on creating a seamless attendee experience that maximized participation and engagement.
TikTok’s Daniel R. commended the collaboration, noting that the event was flawlessly organized and showcased exceptional project management. From meticulous planning to seamless execution, every detail was handled professionally and efficiently. He highlighted the e27 team’s role in ensuring high attendance through timely and effective reminders, which significantly contributed to the event’s success. The experience, he emphasized, reflected the professionalism, proactivity, and capability of the team throughout the partnership.
This collaboration demonstrated how thoughtful planning and community outreach can transform a corporate event into a vibrant platform for learning and connection.
Looking ahead
The success of Ramadan Ready for SMBs underscored TikTok for Business’s commitment to empowering SMBs with tools to thrive during high-impact seasons, and highlighted e27’s role in enabling knowledge exchange across Southeast Asia’s innovation ecosystem.
As brands prepare their 2025 Ramadan campaigns, the insights from this event will continue to guide them in creating authentic, resonant, and results-driven strategies on TikTok.
Interested in creating impact with us? Contact Innovate here.
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The e27 team produced this article
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Featured Image Credit: Photo by Fotos on Unsplash
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