A Rollercoaster With A North Star of Stable Baseline

A Rollercoaster With A North Star of Stable Baseline

A Rollercoaster With A North Star of Stable Baseline

Source: SIRCLO.

Source: SIRCLO.

As the cornerstone of SIRCLO's integrated service, live streaming plays the pivotal role as a sales booster, which cannot stand alone without the support of the other services.

As the cornerstone of SIRCLO's integrated service, live streaming plays the pivotal role as a sales booster, which cannot stand alone without the support of the other services.

About the Brand

Originally founded in Germany back in 1904, the ownership of the Thermos brand was later acquired by Taiyo Nippon Sanso Corporation based in Japan in 1989, a company known to have developed the world’s first stainless steel vacuum bottle back in 1978. Until now, the word “thermos” became a generalized term for vacuum-insulated flask, which is even absorbed into the Indonesian language for that exact object.

Services
  • Live stream production

  • Live stream assortment strategy

  • Live stream calendarization and seasonal strategy

  • Seasonal campaign management

  • Short video production

  • Tiktok account management & customer service

  • Dedicated analytics dashboard

Challenge

Being a brand whose name is now a generic household term for vacuum-insulated flask, Thermos is losing its relevance with the younger generation, especially among the more recent, trendy brands of the category. Thermos actually has products from other categories such as other forms of temperature-maintaining container as well as cookware where each of those categories now have their own market leaders. We see this as both a challenge and opportunity. The challenge being: breaking the clutter and standing out against the competition, and the opportunity is the product superiority that Thermos has against them which we believe is our competitive edge that holds strong growth potential if we can crack the right brand positioning.

Our Approach

Thermos products are already available in Indonesia unofficially, and they sought to officially enter the market. So as part of a very comprehensive market-entry strategy, they engaged all of SIRCLO’s services, including Stream Lab.

While on the short video side it is a race against upcoming competing brands on catching the latest trends, on live streaming it is different. We played around with mixing and matching combinations of live show formats and seasonal momentums. The moments range from double-date Mega campaigns to monthly payday, to thematic national holidays, while in terms of creative formats for the live sessions, we experimented with timed sales, categorical themes, flash sales, even auctions.

What We Did
  • 180 hours of live stream per month

  • 3 preheat videos per month

  • 10 short videos per month

  • Tiktok account management

  • Tiktok Shop 24/7 customer service

  • Dedicated Tiktok Shop store operations

  • Tiktok dashboard in SWIFT Analytics

Path to Growth

The journey from the start of their partnership with us back in 2023 has been full of peaks and dips, but one pattern that emerged was the immense growth experienced during double date, where during these moments we went above and beyond the projection in our initial Path-to-Growth illustration. While outside of that, it has managed to find a baseline according to the forecast.

The Result

122%

122%

GMV growth YoY

486%

486%

GMV uplift during double date (compared to BAU in 2023)

40%

40%

average GMV uplift during campaign (compared to BAU in 2023)