TikTok Shop Vietnam leveraged its creators for a promotional three-day event during a low-sales season for e-commerce.
TikTok Shop achieved remarkable growth, securing the second position in share of the Vietnamese market. This success encouraged TikTok to continue to pursue impressive growth metrics, particularly incremental lift. To drive a new era of growth and strengthen its pioneering and leading position in "shoppertainment," TikTok aimed for aggressive KPIs during a three-day period in May known as Double Day. To do so, TikTok planned to:
Faced with repetitive Double Day campaigns in Vietnam, TikTok Shop required a unique campaign to reignite the audience's interest. This was particularly crucial considering May was typically the low-ebb season for e-commerce.
The challenge deepened as brands like Shopee, Lazada, and Tiki replicated TikTok's live-streaming shopping model. They have launched similar features and directly targeted TikTok's key categories like fashion and beauty.
Faced with such challenges, TikTok Shop decided to focus on its core strength, which competitors struggle to replicate and utilize efficiently: creators.
The creators were selected intentionally with a segmentation, targeting, positioning (STP) strategy. TikTok Shop empowers creators to elevate their personalized content, especially within the TikTok ecosystem. In other words, creators are not just TikTok's core creative force, but also an exclusive media channel that sets it apart.
TikTok's primary target audience was its nearly 68 million users.
The relentless focus by competitors on deep discounts had skewed consumer perception, reducing "shoppertainment" and Double Day events to mere deal-hunting.
Therefore, beyond offering bargains, TikTok aimed to build credibility and provide a rewarding shopping experience for all potential audiences via personalized content based on their interests, lifestyles, locations, and the specific influencers that they followed.
Top creators were carefully selected based on their influence circle and category relevancy. This approach ensured their stories resonated with viewers in a natural and genuine way. They embodied the "all-in" spirit of the campaign by creating dynamic and trigger content deployed across digital channels, before, during, and after the launch, becoming not only the creative force behind TikTok's campaign but also a unique media channel exclusive to TikTok Shop.
For the first time, TikTok, with agency partner PMAX, unveiled a behind-the-scenes pre-live stream. The audience got a glimpse into the meticulous preparation undertaken by its creators — from production and lighting to brand and voucher curation.
The campaign had two phases, focusing on the TikTok ecosystem of creators' channels, media targeting, and live streaming.
Pre-launch
Launch
The campaign led to over 30 million organic views, a 200 percent increase from the average, nearly 494,000 engagements (1.3 times the average), and a sentiment score of 0.98, the highest TikTok Shop ever achieved.
More than 11 percent of users expressed deep brand love for TikTok Shop, and 17 percent complimented the efforts and service. TikTok Shop broke the record for the highest GMV in one single live stream in Vietnam and Southeast Asia.
