True Sea Moss
Driving daily wellness and major sales with TikTok LIVE
The Objective
Bringing ancient wellness into the digital age
True Sea Moss is a California-based wellness brand crafting high-quality, wildcrafted sea moss superfoods. Made in their local kitchen and rooted in traditional use, their products are designed to simplify self-care routines and improve everyday health. With transparency, whole ingredients, and community trust at the center of their mission, they wanted to bring their superfoods to a broader audience. However, the two-team members that were responsible for advertising were limited in the time they had to optimize campaigns regularly. Setting bold sales targets (aiming to reach up to $10K+ GMV per live session), True Sea Moss saw Shop Ads as the perfect opportunity to scale.
The Solution
Going LIVE for real-time reach and ROI
To achieve their sales goals, True Sea Moss leaned into our LIVE GMV Max solution, which drives incremental Live Room GMV by automating campaign management and optimizing organic delivery in addition to paid ad traffic. In managing their strategy to capitalize on temporary spikes in demand, they also switched between Maximum Delivery and Target ROI bidding strategies, with the former being more focused on spending the full daily budget and maximizing sales volume and the latter prioritizing consistent ROI. Across 30 live sessions, 19 were optimized for target ROI (with a target of 3x) and 11 ran on Maximum Delivery.
True Sea Moss's creative approach made every live session a must-watch event. They featured multiple live hosts, ran flash sales, and revealed new product flavors, all while educating viewers on the health benefits of sea moss and the importance of quality ingredients. This mix of authenticity, entertainment, and product knowledge created a vibrant and engaged community on TikTok.
To keep the momentum going, they clipped highlights from their live sessions and repurposed them as organic content, growing their TikTok account to over 30K followers and establishing a consistent brand voice across both paid and organic content.
The Results
Wellness went viral—and sales followed
True Sea Moss achieved standout results with TikTok’s LIVE GMV Max solution. In just over three weeks, the brand generated $119K in Live GMV, fulfilled 2,232 orders, delivered a 3x return on investment, and reached a 9.5% LIVE click-through rate (CTR).
Beyond the numbers, True Sea Moss felt a real and immediate impact on their business from the success of this campaign. Their TikTok Shop presence and daily sales grew stronger, and they were able to connect with a new base of health-conscious consumers who resonated with their honest, high-quality approach. The campaign turned every live moment into an opportunity and put their wellness products front and center with thousands of new customers.This campaign demonstrates how wellness brands with limited resources can use TikTok to harness live commerce and automation to scale faster, educate authentically, and build a loyal customer base in real time.
Tips & Takeaways
Use LIVE GMV Max to automate and scale Live Room sales with less manual ads management
Utilize Target ROI and Maximum Delivery bidding strategies to meet your specific goals (ROI efficiency vs. scale and sales velocity)
Turn your LIVE content into long-term assets by clipping and reusing across organic posts
Highlight education and ingredient transparency to build trust and differentiate your brand in the wellness space