Minx

The objective

Minx is a Thai fashion brand specialising in women’s footwear, offering trend-forward designs that appeal to shoppers with a keen eye for style.

With TikTok emerging as a key destination for product discovery and purchase decisions, Minx identified an opportunity to scale its reach beyond existing customers and engage new, high-intent audiences. As the Mega Sale Season approached, the brand invested in TikTok Ads not only to build product awareness, but also to convert rising interest into tangible sales. 

The solution

To spark early engagement, Minx released creator-led videos five to seven days ahead of the Mega Sale Season. During the pre-heat phase, shoppers were introduced to the brand’s footwear range before purchase intent peaked. Budgets were then strategically distributed across three phases: pre-heat, peak-day and cool-down, allowing Minx to maximise performance across the entire shopper journey, rather than concentrating resources on a single moment. 

At the core of the campaign, Minx leveraged GMV Max to automatically identify high-performing TikTok Shop creatives and scale them into an always-on campaign. This ensured that the campaign featuring the strongest creatives continued running around the clock, while real-time performance signals enabled the brand to boost product visibility precisely when demand surged. As a result, Minx maximised exposure and accelerated sales during high-intent periods.

Furthermore, LIVE commerce played a critical role in capturing peak demand. Minx turned on viewer boost for key LIVE campaigns, driving a significant increase in traffic and interactions. The brand went LIVE daily, with sessions lasting between three to six hours, maintaining consistent presence and momentum throughout the Mega Sale Season period. Promo Day was also activated to boost delivery and drive conversions during peak-demand windows, ensuring Minx remained highly visible when shoppers were most ready to buy.

The results

By warming audiences early, allocating budget across the full funnel and using performance-driven automation, Minx delivered exceptional Mega Sale Season results.

Compared to the baseline period from 14 to 20 October 2025, the brand achieved a 6.7x Mega Sale Season Multiplier (MGS Multiplier) between 7 and 11 November 2025. The campaign's efficiency remained strong, generating an impressive 11.4x Return on Investment (ROI), while orders surged with a 316% uplift during the Mega Sale Season.

Together, these results highlight how Minx used a strategically phased approach to maximise TikTok’s commerce potential and drive scalable growth during one of the most competitive shopping moments of the year.