Tugo Travel Agency
How a Vietnamese travel agency stayed top-of-mind amid severe weather events using TikTok Instant Messaging Ads
Conversation-Led Travel Demand
Tugo Travel Agency used TikTok Instant Messaging Ads to stay top-of-mind during severe weather disruptions, generating lower cost per lead and stronger conversion results than other platforms while helping nurture future travel demand.
- Results: 20% lower cost per lead, 20% higher conversions, and 25% uplift in conversion rate.
- The setup used the Conversation Goal and redirected people to third-party messaging apps for direct enquiries.
- Haravan, a TikTok Messaging Partner, helped Tugo manage customer messages across channels.
The Objective
Tugo is a leading Vietnamese travel agency that sought to maintain its strong connection with travellers and remain top-of-mind during a period when severe weather events and broader market headwinds dampened travel demand in the region.
By staying proactive during this slowdown, the agency aimed to preserve its presence and sustain the continuous engagement with its audiences effectively, even during quieter periods in the travel calendar. The primary goal of the campaign was to expand lead volume and unlock new demand beyond the existing platforms.
The Solution
Tugo piloted TikTok Instant Messaging Ads, which is a solution designed to spark two-way conversations between the agency and prospective travellers. This format redirects users to third-party messaging apps, reducing friction from initial interest through to final enquiry, and enabling a more direct customer journey. The agency also leveraged the “Conversation Goal” to reach audiences actively browsing relevant content on the platform and ensured each touchpoint captured high-intent interest.
For Tugo, this approach went beyond driving traffic and the move was more about creating a conversation-led experience. Through facilitating real-time interactions, the agency was able to nurture high-intent leads and provide tailored information that helped travellers make decisions faster, effectively generating demand.
To manage enquiries at scale, Tugo partnered with Haravan, an official Tiktok Messaging Partner. Haravan is a commerce and message management platform that helps businesses centralise customer messages efficiently across messaging channels. This ensured enquiries were handled promptly and allowed the transition from a TikTok ad to a one-to-one conversation to stay seamless.
The Results
The campaign demonstrated that a conversation-led approach can help with accelerating lead acquisition. The agency achieved a 20% decrease in cost per lead (CPL), a 20% increase in conversions, and a 25% uplift in conversion rate (CVR) when compared to other platforms. Overall, this strategic shift to using TikTok Instant Messaging Ads proved to be a cost-efficient way for Tugo, while also helping to seed future travel demand as market conditions recover.
Your questions, answered
Business Help CenterHow did Tugo use Instant Messaging Ads?
Tugo piloted TikTok Instant Messaging Ads to start two-way conversations with prospective travellers. The format redirected people to third-party messaging apps, helping reduce friction from initial interest to final enquiry and creating a more direct customer journey.
What was the campaign trying to achieve?
Tugo wanted to stay top-of-mind during severe weather events and weaker travel demand, while preserving engagement with travellers. Its main goal was to expand lead volume and unlock new demand beyond existing platforms.
What results did the campaign deliver?
Compared with other platforms, the campaign led to a 20% lower cost per lead, a 20% increase in conversions, and a 25% uplift in conversion rate. Tugo also used Haravan to help manage enquiries across messaging channels.