Turning Post-pandemic Impact Into Growth Opportunity

Turning Post-pandemic Impact Into Growth Opportunity

Turning Post-pandemic Impact Into Growth Opportunity

Source: SIRCLO

Source: SIRCLO

Build their livestream presence from scratch and multiplying their sales tenfold.

Build their livestream presence from scratch and multiplying their sales tenfold.

About the Brand

Acquired by Philips in 2006, Avent was a long-standing manufacturing company that first introduced teats made of odorless and tasteless silicone, and grew to become known also for their sterilizing technology. Ever since the acquisition, Philips Avent has become an award-winning child care brand, while Philips Personal Care was formed through a merger of Consumer Electronics and Domestic Appliances and Personal Care in 2008 and has been a household name, known for their innovative line of personal care products.

Services
  • Live stream production

  • Live stream assortment strategy

  • Short video production

Challenge

Post-pandemic has created a new baseline way lower than the bubble created during the pandemic. When they see that Tiktok Shop is opening, they see this as an opportunity and are willing to experiment with the right partner, which they consider Sirclo Stream Lab to be. So we embarked on a journey to take on this challenge together.

Our Approach

Live shopping in marketplaces are gaining traction, while watching Tiktok live has also taken its place as staple entertainment. We took a gamble and placed our bet in Tiktok live shopping as our growth engine for regaining the growth that was lost in the post pandemic bubble of ecommerce.

The approach was simple and logical. First we separated the marketing account for child care and personal care based on the assumption that people who consumed content from each would have completely different platform usage behavior. And then we went with high frequency for live streaming to quickly build the algorithm and get people into the habit of finding us in our consistently scheduled time of day and day of the week.

After that, it’s a matter of mixing and matching assortments for each session and optimizing to the best performing SKUs while improving the quality of the sessions through creative experimentation, which on an individual scale includes trying out different focus of each live streaming session from the depth of product demonstration to the tone of delivery, but also testing out different short video topics and building consistency in schedule and setting, and from a momentum standpoint, formulating different scenarios for different moments, such as double-dates, Christmas, Mother’s Day, etc.

What We Did
  • 320 hours of live stream

  • 6 originally created short videos

  • 6 cut down videos from existing brand video assets

Path to Growth

The growth plan was developed in an era of uncertainty after the e-commerce bubble burst and a new post-pandemic baseline was established, but even then we were ambitious enough to go after threefold growth over the course of a year, and actually surpassed it by approximately 20%, which unexpectedly came from the strong traction of Tiktok Live when Tiktok Shop launched.

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We like the agility to implement and have quick learnings to always improve our GMV/hour, and I can clearly see the improvement in terms of better process, creative output and deliverables.

We like the agility to implement and have quick learnings to always improve our GMV/hour, and I can clearly see the improvement in terms of better process, creative output and deliverables.

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Dion Purna Satwika Amudra - Philips Consumer Marketing Manager

Dion Purna Satwika Amudra - Philips Consumer Marketing Manager

The Result

10x

10x

GMV growth (Q4 2024)

39x

39x

GMV uplift YoY

118%

118%

average Order Growth MoM