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adidas

Fashion & Sports · Thailand

28-hour live marathon with a 30% GMV target

adidas 9.9 by Jennie — LIVE Marathon

  • Shoppertainment

Results

Impressions per hour
+38%
CTOR
+13%
GMV uplift
+228%

Results as reported by the brand and Ripples account teams for the period shown.

Background

Bring the exclusive Jennie Collection to TikTok Shop.

Key strategy

Two pillars: a new-product launch (Jennie Collection = 30% of live GMV) plus promotional hero products with strong discounts; flash sales, ฿9 deals, GWP and vouchers.

Content, affiliates & media

+38% impressions/hr; +13% CTOR; +228% GMV uplift; +200% GMV/hr vs BAU.

The playbook

How we ran it

  • Live Events — From concept to conversion, offline to online
  • Live Commerce — Live shows that sell, run by our own MCs and producers

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