Case study · Malaysia
Mentholatum, end to end.
Sunplay and Hada Labo, run as one account: store, short video, livestream, creators and paid media. Six years of platform work compressed into the numbers below — and the campaign that produced them.
- Category rank
- No.1
- ROAS, published by TikTok
- 5.61×
- Brand-day shop GMV
- +701%
- Brand-day length
- 14 days
01
What we run.
One brand, two product lines, five jobs. The same people own the store, the content and the media, which is why a decision made on Monday is live in the same week.
- 01
Store
Set-up, listings, pricing, orders and disputes inside TikTok Shop.
- 02
Short video
Product and educational cutdowns, plus the AI volume behind them.
- 03
Livestream
Hosts on three-hour shifts, a producer on the numbers, in a studio in Kuala Lumpur.
- 04
Creators
Recruited one at a time, sampled, briefed, paid on commission.
- 05
Paid media
Bought on the client’s own ad account, at a fixed serving rate.
02
What moved the number.
Three things, in the order they were built. None of them is clever; all of them were run every week for a year rather than tested once.
- 01
Bundles
Multi-packs raised average order value without discounting the single unit.
- 02
New audiences
Lemon8, Instagram and platform creators brought buyers the shop feed was not reaching.
- 03
Interest
Short video built it, 24/7 livestreams carried it, paid media put spend behind the assets that sold.
The live room · 55s
Two hosts, one product table.
Branded overlays, a 20% single-unit tier and a 30% twin-pack tier, comments in Malay, and a product table the camera can actually read. This is the shift from the inside — the same room the 24/7 schedule runs in.
Live is where the bundle strategy becomes visible: the twin pack is priced to be the obvious choice, and the hosts say so every fifteen minutes.
03
The campaign, published by TikTok.
A March 2023 test of Video Shopping Ads against the account’s existing Live Shopping results. TikTok wrote it up; the card below is their numbers, not ours.
- 5.61×
- ROAS on Video Shopping Ads
- +170%
- against the previous 3.34× on Live Shopping ads
- 17 days
- 3–20 March 2023, run as a test
The store figures at the top of this page come from platform dashboards on an account this team operates; the campaign card is published by TikTok. Both are dated, and neither is a forecast.
04
What is repeatable.
The bundle-and-livestream combination produced a profit model the account still runs on: high order value, events that lift it further, and a content engine that keeps feeding both.
Sunplay and Hada Labo are Rohto Mentholatum Malaysia’s brands. Store figures are the account’s own platform numbers at the time of writing; results depend on category, pricing and creative and should not be read as a forecast for another brand.
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