Universal Robina Corp. (URC), a food and beverage company, is reshaping its retail approach by using TikTok Shop’s e-commerce platform. Known for brands like Jack ‘n Jill Piattos and Great Taste Coffee, URC entered TikTok Shop in May 2023 to better align with evolving consumer trends.
In 2024, URC’s 6.6 campaign demonstrated the company’s adaptability. Featuring discounts such as 30% off select items and a 10+1 Great Taste promotion, the campaign drove a 227% increase in Total Gross Merchandise Value (GMV). Live streaming played a significant role, with URC hosting a nine-hour event showcasing products in an engaging format. This strategy not only entertained but also fostered real-time consumer interaction.
“The response we received from our live events on TikTok Shop has been truly encouraging. Live streaming provides us with an opportunity to tell our brand stories in an engaging and interactive way, helping us better connect with our audience,” said Mian David, chief marketing officer, URC.
URC’s strategy highlighted the ACE Indicator System — Assortment, Content, and Empowerment. By broadcasting over 130 hours of live streams monthly, the company achieved a 285% increase in GMV from live sessions and improved the Gross Profit Margin by 350%. Advertising further contributed, generating a return on ad spend (ROAS) of 8.
“URC’s blend of traditional retail values with innovative e-commerce strategies shows how agility and creativity can unlock growth,” said Niks Fojas, lead of Partner Solutions at TikTok Shop Philippines.
With campaigns like “Share-lebrate Joy UR Way,” URC continues to explore TikTok Shop’s potential to bring joy to consumers and navigate the evolving digital landscape effectively.