Sarelly Black Friday LIVE

The Objective

A Sales-driven Black Friday TikTok LIVE

For Sarelly, a Mexican beauty brand, this campaign represented one of the most important moments of the year: a Black Friday TikTok Shop LIVE designed to reach the monthly sales target. Unlike previous TikTok Lives, this one carried a much higher level of ambition for the brand. Their goal was to generate over $500K MXN in sales during the LIVE alone, in one of the most competitive shopping windows of the year.

The challenge was not only to outperform past results, but to do so under tougher conditions. The objective was clear: turn real-time engagement into conversions, reconnect with users who already knew the brand, and deliver a TikTok LIVE experience strong enough to spark urgency, trust, and purchase intent, all while reinforcing TikTok Shop as a key growth driver for Sarelly.

The Solution

Turning community and live engagement into real-time sales

To achieve this, Sarelly designed a strategy fully oriented toward real-time sales performance, grounded in everything the brand had learned from previous TikTok Lives and elevated for Black Friday. The approach was anchored in an Always-On campaign, one of TikTok’s key best practices to sustain momentum, nurture demand, and continuously build relevance ahead of high-impact commercial moments.

One of the key decisions was selecting Anna Sarelly, co-founder of the brand and creator on the platform, as the TikTok Live host. Her strong community, credibility, and proven experience running successful Lives enabled the brand to maintain an emotional, authentic, and dynamic connection with beauty lovers from start to finish.

In parallel, the brand activated organic warming content to announce the LIVE, build anticipation, and position it as the brand’s biggest Black Friday moment. To drive urgency and exclusivity, Sarelly launched a product available only during the TikTok LIVE, turning the session into a one-time shopping experience.

During the broadcast, which ran for approximately five hours, the brand implemented interactive dynamics to sustain engagement and drive conversion: surprise discount drops, stay-until-the-end incentives, real-time games, and a progressive product-reveal strategy. Every element was designed with a TikTok-first mindset, aligned with platform behavior and community expectations.

To amplify impact, the strategy was complemented with a GMV Max campaign through TikTok Ads, which automatically optimized delivery to maximize revenue and scale results within TikTok Shop. This optimization helped convert high-intent users during the LIVE, reinforced through exclusive offers and limited-time benefits.

The Results

A breakthrough performance on TikTok Shop

The Black Friday TikTok LIVE not only met expectations, it became Sarelly’s best-performing TikTok Shop campaign to date, surpassing the brand’s sales objective and positioning the event as the highest-performing Black Friday LIVE in TikTok Shop Mexico. A TikTok-first strategy that translated directly into real-time conversions and measurable business growth.

Key Results:

• Direct GMV: +$600K MXN

• ROI: 10.13

• Orders: 2,040

• Average viewing duration per user: 2m 14s

Beyond the metrics, the TikTok LIVE reinforced TikTok Shop and LIVE Shopping as core revenue channels for the brand, demonstrating how an independent Mexican brand, with limited resources but a deeply connected community, can scale performance through a strategy designed 100% for TikTok Shop.

Sources:

• TikTok Ads Manager — GMV Max Dashboard

• Internal TikTok LIVE Data

This is a TikTok Case Study. Past results do not guarantee or predict future performance.