Element 5
Making massive impact on Black Friday through a highly successful Live Event
The objective
Leveraging Black Friday excitement to promote a TikTok-First supplement brand with a highly personal mission
Element 5 was founded in 2024 after its founders experienced firsthand the consequences of missed diagnoses, delayed action, and poor communication within healthcare systems. Created around the idea of the “fifth element” (consciousness) the brand is built on the belief that people should have better awareness, clearer information, and more control over their long-term health. With a focus on longevity and biohacking, Element 5 aims to help people take earlier, more informed action rather than relying on systems that often intervene too late.
From launch, @tryelement5 leveraged TikTok as a core pillar in their marketing. Using founder-led, educational, and transparent content to build trust and accountability. In its first year, the brand generated millions of views by answering comments and openly sharing perspectives on the health and supplement industry.
This campaign launched for Black Friday and Cyber Monday with the goal of dominating TikTok live and driving extra traffic at a time when everyone is competing for attention.
The solution
Setting up an impactful Live Event, optimised with GMV Max
The campaign leveraged GMV Max and LIVE GMV Max to drive both traffic and revenue for the business.
GMV Max is an automated TikTok Shop Ads solution that optimises total channel ROI by using all available creatives within a campaign and balancing organic distribution with paid media to drive incremental GMV. LIVE GMV Max extends this approach to livestreams, automatically optimising traffic to liverooms in order to maximise gross revenue during LIVE events.
From a content perspective, the brand found that lower-funnel calls to action were most effective in driving conversions. As a supplements brand, Element 5 focused on delivering clear, trustworthy information and building confidence through relatable, educational content.
Already well established on TikTok, Element 5 collaborates with hundreds of creators through TikTok Affiliates, generating between 15 and 100 pieces of content per day. This strong creator foundation played a key role in amplifying the Black Friday campaign and driving performance at scale.
The results
The Live Events were hugely successful, causing a halo effect for the brand
The livestream strategy for this campaign was a huge success! The supplements brand achieved number 1 Livestream in Health Category the day before Black Friday with just a 3 hour livestream, number 2 in Heath, and over doubled the sales from the previous week up to over 500 orders.
The Black Friday campaign increased orders by 110%, total GMV by 99.8% and saw a 50% month-on-month growth in Live GMV.
Beyond the key metrics, Element 5's TikTok-first approach has had a massive impact on their business as a whole, leading to being able to hire more support staff to manage customers, creators and operations. Additionally, the supplements brand has been able to secure funding to launch into the USA.
After a successful Black Friday, they’ve carried that momentum into 2026 as the best-selling NMN on TikTok Shop UK.
This is a TikTok case study and is solely for informational purposes. Past performance does not guarantee or predict future performance.
Our business would likely not exist without TikTok. We took a “TikTok First” approach, devoting all our attention there, to use all the tools available and to take every opportunity TikTok presented to us. When they introduced GMV Max we jumped on it immediately and never looked back but when we learned about GMV MAX Live this transformed our livestreams to the point where on more than one occasion we had been the No. 1 in our category. From Black Friday onwards we’ve had a new level of growth thanks to these Lives and has set us up for huge growth in 2026.