Taptap Send — Driving Market Entry Through Strategic Content
Leveraging Data-Driven Insights to Exceed KPIs and Secure a Long-Term Partnership
This case study details a highly successful content collaboration with international remittance app Taptap Send. The initial campaign involved creating content to introduce the app to the Indonesian diaspora in Australia. When the first piece underperformed organically, a strategic pivot was executed, resulting in a second, creator-led video that dramatically exceeded all Key Performance Indicators (KPIs). The proven success of this agile approach led directly to a secured second paid collaboration, demonstrating the value of a strategic creator partnership over a simple transactional sponsorship.
The Client & Brief
Client: Taptap Send
Objective: Build awareness and drive first-time user sign-ups among Indonesians living in Australia, prior to the app's formal market launch in Indonesia.
Key Messaging:
Zero Transfer Fees to Indonesia.
Competitive Exchange Rates.
Fast & Direct bank transfers (90% complete within 5 minutes).
AUD $30 Bonus for first-time users (Promo Code: 30BIMA).
The Challenge & Strategic Pivot
The initial content piece, a straightforward guide to the Subclass 462 Working Holiday Visa, achieved moderate success but relied heavily on my existing follower base and required paid boosting to meet reach targets. Analysis revealed that while it reinforced my authority, its niche administrative focus limited its organic viral potential.
In response, I proactively conceptualised and produced a second video at no extra cost. This piece shifted the narrative from a "how-to" guide to a provocative comparative analysis of the Australian Working Holiday Visa system, highlighting the different requirements for developed versus developing nations. This angle was designed to tap into a more widespread conversation, fostering a stronger emotional connection and relatability within the target diaspora community.
Content Strategy & Execution
My Role: Content Creator, Strategist, and Editor.
Content Piece #1: "The Visa Application Guide"
Platform: TikTok
Approach: An informative guide detailing the process, costs, and requirements for the Indonesian Working Holiday Visa (Subclass 462).
Integration: Taptap Send was positioned as the essential financial tool for after arriving in Australia.
Content Piece #2: "The Visa Equity Comparison" (High-Performing Bonus Content)
Platform: TikTok
Approach: A dynamic comparison between the easier visa requirements for passports from developed nations (Subclass 417) and the more stringent requirements for developing nations like Indonesia (Subclass 462).
Integration: This narrative fostered community discussion and positioned Taptap Send as a fair and reliable service that effectively serves the diaspora, acting as a "great equaliser."
Campaign Performance & Analysis
The performance data underscores the resounding success of the strategic pivot, with the second video delivering exponential growth across all metrics.
Quantitative Results:
Qualitative & Channel Analysis:
Piece #1: Traffic was primarily from my Personal Profile (61.1%), indicating strong engagement with my core audience. Search queries were mostly for my name, building personal brand equity.
Piece #2: Achieved a balanced reach from Search (40.6%) and my Personal Profile (40.6%). Critically, the search queries were for topic-specific keywords ("sduwhv adalah", "sduwhv itu apa"), proving the content successfully answered a high-demand question and established my channel as a top resource, thereby delivering highly qualified viewers to the brand.
The second video, delivered as a value-added initiative, transformed the campaign's return on investment. By doubling the view count, more than doubling watch time, and driving a over a thousand percent increase in follower growth, it provided Taptap Send with unparalleled organic value and proven market validation.
This demonstrated ability to analyse performance, adapt strategy, and produce content that resonates on a mass scale directly led to:
The successful achievement of all client KPIs.
A secured second paid collaboration with Taptap Send, based on the proven results and strategic partnership.
This project highlights that effective influencer marketing is not merely about distribution, but about strategic insight and the agility to create content that truly connects with a target demographic, ultimately driving meaningful business outcomes.