Submitted by SushiVid

Tourism Perak Visit Perak Year 2024 TikTok Content Series

Influencer Marketing

SushiVid sent its own team and specialist travel creators across Perak to make TikTok videos for Tourism Perak, and the agency reports 5.6M views.

5.6MViews
14.8KEngagements

Case in 60 seconds

Ahead of Visit Perak Year 2024, the state tourism board needed a genuine following on TikTok, where its account had little prior presence, and the content required someone to travel physically across Perak's small towns and hidden corners.

Travel content persuades when it sounds like the place rather than the city, so SushiVid cast creators who spoke in local dialects and accents, because the goal was to sell Perak to Malaysians beyond the urban centres.

SushiVid took the brief literally, turning its own team into travelling UGC creators across the state so that Perak was represented in its own voice rather than packaged for a city audience.

SushiVid's team drove across Perak taking turns on camera as UGC creators, while specialist travel creators made the activity-led pieces, producing 92 TikTok videos under #VisitPerakYear2024 across food, nature, small-town discovery and adventure. The agency says the travel formats spread organically without heavy paid boosting behind them.

SushiVid reports 5.6 million views and 14,799 engagements, with the state tourism account growing from 11,788 to 19,200 followers, a 63% jump over the campaign period, and says the videos keep accumulating views after the campaign ended.

Strategy Breakdown

Malaysians beyond the urban centres, reached with content that represented Perak in its own voice rather than packaged for a city audience.
The page sets Perak's own voice against content packaged for a city audience, so creators speaking local dialects and accents were chosen to reach Malaysians beyond the urban centres.
Destination content depends on physical coverage, and the page frames the hard part of the brief as the ground game of travelling from well-known spots to small towns and hidden corners.
People searching for travel information, such as how to get to Perak from Kuala Lumpur, still land on the videos long after launch, which the agency is the content working as a resource rather than an ad.

Creative & Execution System

Assets & channels

  • TikTok

Partners

  • SushiVid

Results & Evidence

MetricValue
Views5.6M views
Engagements14.8K engagements
TikTok Videos Produced92 TikTok videos

Why SushiVid's strategy worked

  1. 1

    Destination videos that answer search questions, such as how to get to Perak from Kuala Lumpur, keep drawing viewers after launch, so a follower brief can leave a compounding library rather than a one-off spike.

  2. 2

    Casting creators for local dialect and accent rather than polish lets a regional destination address audiences beyond the urban centres in its own voice, which the agency credits with keeping the tone authentic throughout.

  3. 3

    An agency team that travels and films itself can cover the ground game of a state-wide brief, while specialist creators are kept for the adventurous pieces that the team cannot credibly shoot on its own.

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