Background
GQ launched its new hero underwear product "Kai Noom" on TikTok Shop via LIVE (19–24 September 2025) to drive GMV and acquire new customers. Key challenges were communicating the product's softness in a LIVE format and sustaining engagement throughout a long LIVE marathon.
Key strategy
We applied a LIVE-first approach, turning product benefits into an engaging experience. Key focuses included: Making “softness” visually and emotionally tangible on LIVE, Structuring LIVE as a marathon to avoid engagement drop-off and Using MC chemistry as a creative hook to sustain attention. Two male MCs with contrasting personalities were selected, creating natural chemistry that resonated strongly with GQ’s female audience.
Content, affiliates & media
The campaign significantly outperformed BAU and sold out during the launch period. — driving a +616% surge in LIVE views and +483% GMV per hour.
