Sarelly Sarelly

The Objective

Sarelly's leap into TikTok Shop

Sarelly set out to make a strong entrance into TikTok Shop with the goal of becoming one of the top-performing Mexican brands on the platform. The main challenge was reaching new audiences and boosting product awareness through creator-led reviews, leveraging the trust and authenticity these voices bring. TikTok had already proven valuable for Sarelly, with organic creator content driving brand recognition and credibility. This made TikTok Shop a natural next step.

The objective wasn’t just to drive sales, it was to deepen the connection with a broader audience by delivering relatable, meaningful content that reflects the brand’s essence. Sarelly saw TikTok as more than just a sales channel; it was an opportunity to tell stories, build trust, and create authentic engagement with users who were just discovering the brand. This also was going to be the first GMV Max Live case study in LATAM, that would become a precedent for future brand activations in the region

The Solution

Content, consistency and community at the core

In order to do so, Sarelly designed a strategy rooted in consistency, creator authenticity, and platform collaboration. The brand committed to publishing content weekly, allowing it to track performance trends and refine its content based on what resonated most with the community. Participating in trending formats further boosted visibility and drove engagement, helping convert views into sales.

A pivotal part of the strategy was the close collaboration with TikTok’s team. Early in the process, Sarelly followed best practices and took the strategic step to join TikTok Shop early on. This move granted them exclusive onboarding support and benefits, giving the brand a strong foundation and boosting confidence to invest in the platform from day one.

The campaign centered around promoting the brand’s best-selling products through different content formats, including product reviews, tutorials, and inspiration using Sarelly makeup. Anna Sarelly, the brand’s co-founder and a well-known content creator, played a leading role in the strategy. Her deep understanding of the platform and ability to connect authentically with the audience helped build trust and drive engagement.

Instead of narrowing by interests, the campaign opted for a broad target focusing on women aged of diverse generations in Mexico. This approach maximized reach and helped attract new customers across a wider spectrum. The campaign ran for 37 days, from February 17 to March 28, and remains active due to its strong results.

The Results

Sarelly’s Live debut delivers top results

A major highlight of the campaign was Sarelly’s participation in the GMV Max Live campaign on March 26. During this event, the brand reached the top position in live shopping performance on TikTok Mexico, significantly boosting store visibility and conversions in just a few hours.

Key Campaign Results:

• Generated +1k orders in a 3-hour live session

• ROAS:

  • 2.42X higher than average for GMV Max product

  • 5.36X higher than average for GMV Max Live

What made this success particularly meaningful was the rapid scaling of sales within the first month. A major learning was that creator sampling and organic reviews were among the most effective sales drivers. The live event also marked Sarelly’s first foray into Live Shopping, establishing a format the brand plans to further develop in future activations.

Sources:

1. TikTok Ads Manager - GMV Max Dashboard

2. Internal Data from TikTok Live

3. *based on MX benchmark