The Brief
Ahead of Visit Perak Year 2024, the state tourism board needed to build a genuine following and spark real travel interest on TikTok — a platform where the account had little prior presence. The harder part was the ground game: someone had to physically travel across Perak, from the well‑known spots to the small towns and hidden corners, and turn all of it into content built for discovery on TikTok.
The Approach
SushiVid took the brief literally. Our own team drove across the state, taking turns on camera as UGC creators to capture Perak's towns, food and lesser‑known gems firsthand — an approach that produced a natural variety of faces and a genuinely local point of view. For the content we couldn't credibly shoot ourselves — the more adventurous, activity‑led pieces — we brought in specialist travel creators. And because the goal was to sell Perak to Malaysians beyond the urban centres, we deliberately chose creators who spoke in local dialects and accents, so the state was represented in its own voice rather than packaged for a city audience.
The Execution
The campaign produced 92 TikTok videos under #VisitPerakYear2024, spanning food, nature, small‑town discovery and adventure. Because the raw material was so strong — Perak is genuinely beautiful — the content largely carried itself: travel formats spread organically without heavy paid boosting behind them. The blend of in‑house UGC and specialist travel creators kept the volume high and the tone authentic throughout.
The Results
The campaign drove 5.6 million views and 14,799 engagements, and grew the state tourism account from 11,788 to 19,200 followers — a 63% jump over the campaign period. But the most telling result came after it ended: the videos keep accumulating views to this day. Because they answer real, evergreen questions — like how to get to Perak from Kuala Lumpur — people searching for travel information still land on them long after launch, giving the board a compounding asset rather than a one‑off spike.
The Takeaway
Destination content has a long tail. When creators are genuinely local and the content is authentically useful, travel videos keep working for months — even years — because they double as a resource, not just an ad. Casting for local voice over polish, letting a beautiful subject speak for itself, and building content people actually search for turned a follower‑growth brief into an evergreen library for the state.