PANY Romance

The objective

PANY Romance is a Thai haircare brand who has taken to LIVE commerce as their leading sales strategy. As a high-frequency LIVE seller, consistent viewership plays a critical role in sustaining conversions, especially during high-intent shopping moments such as Double-Digit campaigns and Payday events. Despite having established strong LIVE fundamentals, fluctuations in traffic and viewer engagement have became a recurring challenge – as inconsistent LIVE room visibility made it difficult to maintain stable performance across sessions, even during peak periods when demand should be the highest. At the same time, PANY Romance was cautious about introducing solutions that might dilute returns from its existing LIVE GMV Max campaigns. They needed a solution to stabilise and scale LIVE traffic, ensuring steady audience inflow during crucial moments without compromising ROI. The objective was clear: increase LIVE room visibility, strengthen viewer engagement and drive higher conversions during peak campaigns, all while maintaining efficiency and profitability.

The solution

To address these challenges, PANY Romance activated LIVE GMV Max, an automated Shop Ads solution designed to optimise LIVE room traffic and maximise gross revenue during LIVE sessions. Built to support sellers at scale, LIVE GMV Max enabled the brand to systematically amplify LIVE performance while maintaining control over spend and outcomes. 

To further strengthen upper-funnel traffic, PANY Romance paired LIVE GMV Max with Viewer Boost, a complementary solution that runs alongside the main campaign using a separate budget. Viewer Boost was strategically deployed to attract more viewers into the LIVE room during key moments, ensuring stronger visibility when it mattered most. This approach allowed the brand to maximise reach during peak seasons, elevate host performance through higher real-time engagement and sustain momentum during Double-Digit campaigns. By separating awareness-driving traffic from conversion-focused optimisation, PANY Romance was able to scale viewership without disrupting the efficiency of its core LIVE GMV Max strategy.

The results

The combined activation of LIVE GMV Max and Viewer Boost delivered strong, measurable improvements across key performance metrics. When comparing LIVE sessions with and without Viewer Boost on 11 November 2025, PANY Romance achieved a 114% uplift in 10-second LIVE views, reflecting a significant increase in early-stage viewer engagement and LIVE room visibility. This surge in qualified traffic translated directly into business impact, driving a 102% uplift in GMV while maintaining efficiency with a 1.72x ROI.

By stabilising LIVE traffic during critical sales moments, PANY Romance successfully reinforced its position as a high-performing LIVE seller on TikTok. The results demonstrated how a layered LIVE strategy, combining automated performance optimisations with targeted viewer acquisition, can help brands unlock stronger returns, sustain engagement and maximise revenue during peak shopping events.