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Five TikTok Shop campaigns from 2022–23, the results each brand reported, and the four things every one of them did that still transfers today.
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Social Media
6 min read
TikTok Shop lets people buy without leaving the app — through videos, live streams and campaign events rather than through a separate storefront.
Below are five brands that made it work, with the numbers they reported. These campaigns ran in 2022 and early 2023, when TikTok Shop was still new in the region; the figures are a record of what was achievable then, not a forecast of what the same effort would return today. What holds up is the method.
PRISM+ is a Singaporean brand selling televisions, monitors and smart home appliances — products people research before buying, which is exactly what makes them awkward to sell in fifteen seconds.
Their answer was short explanatory videos on specific features, backed by live streams with hosts who could answer questions as they came. The live format did the work that a product page could not: objections handled out loud, in real time.
During the 12.12 sale in 2022 the brand reported a 58.6% lift in TikTok Shop sales, more than $2 million in Q4 2022, 1.4 million product impressions and live stream viewership up fourfold.
AFTERSHOCK PC, the Singapore custom PC builder, mixed comedy skits featuring their own staff with genuinely technical explainers from gamers and IT people.
That combination is the interesting part: the jokes brought people in, the technical content kept them, and the live streams — building machines on camera, launching products — turned an anonymous online purchase into something closer to a conversation with a shop.
They reported 212K followers, 3.7M likes, over 400,000 impressions from live streams and a 92% increase in views during the 11.11 and 12.12 sales seasons.
Kiehl's launched its Vietnamese TikTok Shop in February 2023 and ran 40 live streams in 30 days — more than one a day, supported by shopping ads that fed viewers into those streams.
The content was educational rather than promotional, built on the finding that most Vietnamese shoppers prefer to learn about a product by watching rather than reading. Creators covered audiences the brand's own account could not reach.
Within a month it was the top premium beauty brand on TikTok Shop in Vietnam by gross merchandise value.
INSPI is a Philippine casual-wear brand attached to a textile business roughly thirty years old. When physical stores closed during the 2020 lockdowns, TikTok became the shopfront.
The first phase was unglamorous experimentation — testing video lengths, trending sounds and editing features until something worked. Only then did TikTok Shop turn attention into orders.
Two years in, they reported 422.2K followers and a doubling of sales.
The Beauty Story, a Singapore reseller of Korean skincare, ran video shopping ads and live shopping side by side, working with creators through TikTok's marketplace so the ads did not look like ads.
The live streams leaned on games — spin-the-wheel prizes for buyers — which sounds trivial and is not: it gives people a reason to stay in the stream rather than scroll past it.
They reported 12.5x return on ad spend from video shopping ads and 6.6x from live shopping, reaching an average of more than 66K users, with 12.8K engagements and 3.4K profile visits.
Strip out the numbers and the same four things appear in every one of these:
Live streaming does the selling. In every case above, live is where the conversion happened. Short videos bring people in; the stream is where questions get answered.
Teach before you sell. The content that performed explained something — how a product works, how to use it, why one option beats another.
Volume beats polish. Forty streams in thirty days. Two years of testing formats. None of this worked on the first attempt.
Creators reach who you cannot. Your own account talks to people who already know you; creators talk to everyone else.
Our Social Media Content Masterclass covers this end to end — planning content that earns attention, shooting it, and building the posting rhythm these brands rely on. It is SkillsFuture-eligible, like all our courses.
Ask us through the chat on this page if you want to know whether it fits what you are selling.
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