Moero

The objective

Building on strong organic performance for an innovative card accessories brand

Moero is an Italian accessories brand founded in 2016, specialising in minimalist wallets with RFID protection. The brand’s product approach was originally inspired by an Italian invention from 1987, which has since evolved as Moero expanded its product range, combining modern design with high-quality materials such as Italian saffiano leather, alcantara and vintage leather, alongside advanced technology.

Moero wallets feature an automatic card ejection system, a mechanical anti-theft lock and protection against contactless scanning. The brand was founded by Italian entrepreneurs with a focus on innovation and traditional craftsmanship and has since grown to serve more than 2 million customers in Italy, driven by practicality, minimalist style and long-lasting quality.

On TikTok, @moero_official maintains an active presence, with over 130K followers. Their organic content includes product showcases, unboxings and feature demonstrations such as card ejection, RFID protection and banknote capacity, alongside before and after comparisons, laser personalisation and creative pranks and challenges. The brand also produces ASMR-style packaging and leather videos, and hosts live shopping sessions featuring exclusive discounts and coupons.

Having previously ran campaigns on TikTok to promote new product launches and seasonal activity, this campaign marks a new phase for the brand. The focus shifted towards testing TikTok Shop and placing greater emphasis on live streaming as a sales and engagement channel.

The primary objective of the campaign was to drive direct sales via TikTok Shop, with a focus on Product GMV Max and Live GMV Max.

The solution

Implementing a strategic approach to maximise total return on investment

Launching in June 2025, this campaign aligned activity with key retail moments including Black Friday, Cyber Monday and the pre-Christmas shopping period. The campaign focused on early holiday demand, promoting discounts of 30-50%, intensive live shopping sessions and exclusive seasonal offers to drive purchase intent.

The campaign targeted audiences aged 25 to 45 in Italy, primarily men, while also reaching women purchasing gifts. To support its objectives, Moero implemented a strategy centred on TikTok GMV Max Product and Live campaigns. This approach enabled the brand to optimise for total channel GMV by automating audience targeting, creatives and placement using signals from both organic and paid activity.

By leveraging GMV Max, Moero was able to maximise gross merchandise value while efficiently allocating budget towards the highest performing products and audiences.

The campaign also placed a strong focus on live commerce through Live GMV Max, using a combination of video-to-live and live-to-live formats to drive traffic into live sessions and increase overall revenue from livestream events. This allowed Moero to scale its live shopping activity while maintaining strong return on investment and driving incremental sales.

In terms of content, the campaign combined entertaining, educational and product-led videos. The majority of content focused on fun and engaging formats such as pranks, challenges and ASMR unboxings, supported by informative videos showcasing product features including RFID protection, card ejection and durability. Product-focused content highlighted key models, personalisation options and live offers, using fast-paced, dynamic formats with clear calls to action.

To amplify reach, Moero collaborated with creators including @master_of_wallet, @premiumshopitalia and @fumoalento, alongside a network of micro-influencers producing unboxing and review content. This creator-led approach helped extend reach and reinforce authenticity on the platform.

The campaign also integrated TikTok Shop with live shopping, enabling direct in-app purchases during livestream sessions supported by exclusive discounts and real-time demonstrations. In-feed ads and video shopping ads were used to drive traffic to product pages, supporting both discovery and conversion.

The results

Outstanding results demonstrating the impact of GMV Max and LIVE events

The campaign delivered outstanding results, driving both strong sales performance and increased brand engagement on TikTok.

The campaign generated over 24,000 total orders, with a peak return on investment of 6.84. Performance was further highlighted by a standout day on 4 February, when the brand recorded 400 orders in a single day. Overall, the campaign delivered a significant uplift in conversions and direct sales, supported by the use of TikTok GMV Max. During the first Black Friday weekend, Moero achieved record sales, with key products including Pro, Vintage and M2 ranking among the top sellers.

Outside the key metrics, the campaign also delivered strong growth in engagement and reach. The activity generated millions of video views, hundreds of thousands of live viewers and a high volume of interactions, including comments and shares driven by prank and unboxing content. This momentum also contributed to increased organic reach and visibility on the platform.

The campaign also drove broader business impact. Moero saw a significant increase in TikTok Shop sales, strong engagement during live shopping sessions and increased traffic to its TikTok profile. The brand gained viral traction in Italy, supported by prank-led content and a clear product narrative, which led to increased organic mentions and user-generated content. This momentum continued beyond the campaign period, with sustained growth in followers and engagement.

From a commercial perspective, the campaign supported inventory expansion, enabled investment in new product launches and contributed to team growth across e-commerce and customer service. It also strengthened customer loyalty, with repeat purchases through live shopping and positive feedback on product quality and delivery.

Overall, the results were driven by the combination of live commerce, creator-led content and the optimisation capabilities of GMV Max. By automating targeting and delivery while scaling high-performing products and formats, the campaign was able to maximise efficiency, drive strong sales and build long-term brand momentum.

This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.