URC sees opportunities in live streaming

MANILA, Philippines — Food and beverage giant Universal Robina Corp. (URC) is embracing the digital transformation as it leverages on live streaming in its TikTok Shop, in a bid to drive engagement with modern consumers.

“The response we received from our live events on TikTok Shop has been truly encouraging. As a company who has been delighting consumers of different generations with good food choices, we understand the importance of adapting to the changing landscape of consumer preferences,” URC chief marketing officer Mian David said.

“Live streaming provides us with an opportunity to tell our brand stories in an engaging and interactive way which helps us to better connect with our audience,” David said.

In a statement, TikTok highlighted that the 6.6 campaign was a pivotal moment for URC, showcasing the company’s ability to adapt and thrive in a digital-first environment.

“By leveraging TikTok Shop’s dynamic platform, URC implemented its ACE Indicator System – Assortment, Content, and Empowerment – to craft a compelling sales strategy. The campaign featured attractive discounts, including up to 30 percent off and a special 10+1 offer on Great Taste products, which emerged as a top-seller,” TikTok said.

It added that URC’s campaign on TikTok Shop during the 6.6 sales event yielded a remarkable 227 percent jump in total gross merchandise value (GMV), marking a significant milestone in its digital journey.

TikTok highlighted that a key element of the campaign was URC’s strategic use of live streaming, which has become an essential tool for engaging with consumers in today’s digital marketplace.

“By leveraging TikTok Shop’s interactive platform, URC hosted a comprehensive nine-hour live event that showcased a wide range of products in a dynamic and entertaining format,” TikTok Shop said.

According to TikTok Shop, this innovative approach expanded the brand’s reach and created a unique shopping experience that captivated viewers and encouraged real-time interaction.

Moreover, TikTok stressed that URC’s empowerment strategy also played a critical role in the campaign’s success.

By effectively utilizing targeted promotions, the company was able to drive a 141-percent significant increase in ads GMV and achieve a notable return on ad spend (ROAS) of eight, meaning for every unit invested in advertising, URC generated eight times that amount in revenue.

The combination of engaging live stream events and strategic discounts helped URC effectively connect with consumers and enhance its market presence, according to TikTok.

“URC’s ability to blend traditional retail values with innovative e-commerce strategies showcases a bold reimagining of the shopping experience. By harnessing the ACE Indicator System, URC has optimized its product assortment and content and empowered its team to experiment with new approaches,” TikTok Shop Philippines partner solutions lead Niks Fojas said.

“This is a clear indication that in the fast-evolving digital landscape, agility and creativity are crucial for unlocking growth and engaging consumers in meaningful ways,” Fojas added.

TikTok said the partnership with URC illustrates the potential for traditional brands to adapt to a rapidly evolving e-commerce landscape.

“By harnessing TikTok Shop’s interactive features, URC aims to meet the changing preferences of today’s consumers while navigating the digital marketplace more effectively, “ the platform for short-form mobile videos said.

“Live streaming provides us with an opportunity to tell our brand stories in an engaging and interactive way which helps us to better connect with our audience.”