Client
SM Supermalls, one of the Philippines’ leading mall operators, sought to connect with digitally active audiences through a new live, creator-led mall experience.
Glance
SM Supermalls’ first creator-driven TikTok LIVE mall campaign turned physical retail spaces into interactive digital experiences that connected online audiences with in-mall discovery.
Issue
SM Supermalls needed a new way to bring mall discovery into the digital habits of younger consumers. With no existing local template for a TikTok LIVE mall campaign, the initiative required a full strategy, production setup, and execution model built from scratch.
Approach
YCP led the strategy and execution of SM Supermalls’ first creator-driven TikTok LIVE mall campaign in the Philippines. The campaign turned mall spaces into live, interactive content where audiences could watch, react, suggest, and engage with creators in real time.
With no existing local playbook, YCP built the format from scratch, covering the production workflow, creator coordination, tenant and brand selection, and on-ground execution. The team also developed a mobile production setup that allowed creators to move through the mall while multiple cameras shifted angles in real time. Stores and partner brands were grouped by LIVE theme, creating a cohesive experience that blended creator storytelling, live commerce, and mall-based entertainment.
Engagement ROI
The campaign generated 6.14 million total video views, 50.9K LIVE viewers, 577.2K likes, and 17.4K comments across both campaign waves. It also resonated most with viewers aged 18 to 34, helping SM Supermalls reach digitally active young professionals and Gen Z consumers while establishing a scalable model for future LIVE activations.
