SOMSAI Mall
Winning Strategy for Mega Sale Season
The Objective
SOMSAI Mall is a Thai beauty brand specialising in skincare products. Like many businesses in the digital age, they rely heavily on online channels to drive growth, with Mega Sale seasons serving as their most critical revenue windows.
In a category flooded with similar products and aggressive price points, simply offering a discount is rarely enough to win. The team understood that winning the season would require a more sophisticated strategy.
The Solution
Before Mega Sale
To ensure that they could meet the demand of every customer, inventory levels were increased to 150%. This removed the risk of stock-outs during high-demand windows.
Creative assets were prepared 1-2 weeks in advance, specifically tailored to specific customer segments and age groups. This ensured that every ad felt personal and relevant.
Budget allocation was intentionally structured to sustain momentum throughout the season.
30% for Pre-Heat: Building awareness and warming up demand before the sale officially started
50% for Peak Days: Concentrated on highest-traffic days to maximise conversion
20% for Post-Sale Window: Capture last minute shoppers and maintain brand presence after the main rush subsides
During Mega Sale
Once the sale officially began, TikTok LIVE became the brand’s primary conversion engine. SOMSAI Mall went LIVE daily, running multiple sessions lasting 2-3 hours. This LIVE-first approach allowed the brand to connect with shoppers in real-time, answering questions, building trust, and accelerating purchase decisions.
After Mega Sale
After the peak rush, the team avoided the common pitfall of cutting spend immediately. Instead, they maintained their investment and recalibrated ROI targets. As auction competition eased, conversions became more cost-efficient, allowing the brand to capture incremental demand from late-shoppers at a lower cost.
The Result
This structured, 3-phase strategy delivered results that far exceeded the brand's baseline performance. By balancing meticulous planning with high-energy execution, SOMSAI Mall achieved 5.3x uplift in GMV, 316% increase in orders, and 4.9x ROI.
Significantly, the brand’s LIVE sessions contributed to more than half of the total GMV during the campaign, proving that authentic engagement is a powerful driver of performance in the beauty category.