Cardina Fashion

The objective

Cardina Fashion is a fast-growing Vietnamese fashion brand that has successfully leveraged TikTok Shop as their core growth engine for both new user acquisition and seasonal sales acceleration. The brand has maintained a strong and consistent ROI of 7.1x on their TikTok ads with an always-on strategy. However, as Mega Sale (MGS) moments became increasingly competitive, Cardina saw an opportunity to shift from the usual product-led advertising approach to a peak-driven strategy by maximising shopper intent during high-traffic periods. Rather than focusing on individual hero products, they wanted to capitalise on heightened demand windows by scaling visibility, traffic and conversion simultaneously during the Mega Sales period in November 2025. This meant planning earlier, activating creators at scale, and building sustained LIVE momentum so Cardina could dominate attention when purchase intent was at its highest.

The solution

To maximise performance during the 11.11 Mega Sales, Cardina adopted a full-funnel, peak-centric strategy anchored on early preparation and aggressive scaling during high-intent moments. Preparation began three weeks ahead of the season, with early activation of Affiliate Creatives for Ads (ACA) Dual Commission to source ad-ready creator content at scale. By tapping into existing affiliate creators, Cardina equipped themselves with a steady pipeline of conversion-focused videos. Clear and structured briefs were provided upfront to the creators – including Hook, Product Demo, Unique Selling Points and Call-to-Action – aligning all content with their Mega Sales objective and brand messaging.

As the 11.11 Mega Sales day approached, Cardina activated Promo Day Mode, giving its products and LIVEs increased visibility when shopper intent peaked. To further build anticipation, 10% of their budget was allocated to Brand Consideration Ads (via TikTok Market Scope) to amplify teasers for their MGS LIVE sessions, priming audiences before peak days arrived.

During the Mega Sales campaign, Cardina leaned heavily into LIVE commerce. The brand went LIVE for 10 hours daily, maintaining a constant presence to capture surging traffic. ROI targets were intentionally lowered during this window, allowing the system to scale delivery aggressively and convert the spike in traffic into sales volume.

To amplify LIVE reach even further, Auto Remix was used to automatically convert top-performing livestream moments into video ads. This brought in over 50% new viewers into the LIVE room, sustaining momentum throughout the campaign and ensuring that peak-day traffic was continuously replenished.

The result

By shifting their focus from product-led ads to a Mega Sales–optimised strategy, Cardina Fashion achieved standout performance during the peak period. Compared to the baseline window (8–12 October 2025), the Mega Sales period (4–11 November 2025) delivered a 6.5x return on ad spend (ROAS), a 143% uplift in Gross Merchandise Value (GMV), and a 2x Mega Sales GMV multiplier. Cardina’s outstanding campaign results demonstrated how early preparation, with clear creator alignment and deliberate scaling during peak moments, can become a powerful growth mechanism for brands during Mega Sales.