YCP's TikTok LIVE campaign for SM Supermalls has been featured by adobo Magazine, highlighting a milestone in the evolution of retail marketing and live commerce in the Philippines.
Led by Partners Eunice Maximo and Eucel Maximo, the initiative introduced the country's first creator-driven TikTok LIVE mall campaign. Creators and celebrities livestreamed shopping experiences from SM malls while audiences participated in real time through comments, challenges, and giveaways.
From the ground up, YCP developed the campaign framework and execution model. The team designed a mobile production setup that allowed creators to broadcast while moving around the mall. YCP also established the production workflow and operational playbook, providing a scalable model for future TikTok LIVE campaigns.
The campaign generated more than 6 million video views and attracted over 50,000 LIVE viewers, demonstrating the potential of creator-led live commerce to engage digital consumers at scale.
As social commerce continues to evolve, brands are looking for ways to integrate digital engagement and physical experiences. The campaign highlights the growing potential of livestream commerce as a tool for reaching consumers and creating new pathways to conversion.
Read the full article on adobo Magazine.
