Starting from zero — no orders, no organic traffic, and minimal visibility on TikTok Shop — Unilever Home Care achieved a major breakthrough through a Social Commerce model built on UGC, livestreaming, and performance-driven ads by Ecomobi. Within just five months, this strategy helped Unilever Home Care increase GMV by 500% and establish a scalable, sustainable growth foundation on TikTok Shop.
Background
From 2020 to 2025, Social Commerce in Southeast Asia has grown 2.5 times faster than traditional e-commerce. According to Momentum Works, the region’s total e-commerce value reached USD 263 billion, with livestreaming and short-form video becoming the primary drivers of shopping behavior — a trend also highlighted in the Vietnam E-commerce Report 2025.
Amid this shift, even leading FMCG brands face pressure to restructure their sales channels. Social Commerce is no longer about storefronts or ads alone — it is a competition driven by creators, content, and livestreams. Unilever Home Care entered this race with almost no existing advantages.
Key Challenges for Unilever Home Care
Before partnering with Ecomobi, Unilever Home Care faced three critical challenges:
- Product SKUs had no sales data
- No organic traffic, resulting in extremely low algorithmic distribution and visibility
- No creator collaborations, no UGC, and no affiliate sales content
Meanwhile, consumer behavior had changed significantly. Shoppers no longer search for products first — they buy through entertainment-driven content on TikTok (shoppertainment), guided by KOC/KOL reviews. Creators became the core of the purchase journey, from demand generation to conversion and repeat purchases.
With intense competition and increasingly impatient consumers, building awareness, attracting buyers, and generating revenue from the early stage became a major challenge. Ecomobi needed a comprehensive strategy to solve all these problems and deliver profitability quickly.
Objectives
Facing a “zero orders – zero traffic – zero visibility” scenario, Ecomobi did not approach Unilever Home Care with short-term campaigns. Instead, it built a Social Commerce model for Unilever based on a Brandformance mindset.
The strategy focused on two main goals:
+ Designing a scalable ecosystem of creators, content, and livestreams
+ Integrating Affiliate, Livestream, and Ads into a unified Brandformance approach that drives both brand visibility and real conversions
Ecomobi’s Social Commerce Execution Strategy
Ecomobi restructured the entire TikTok Shop sales ecosystem with creators at the center, livestreaming as the growth engine, and ads as the GMV accelerator.
Rather than operating channels in silos, Ecomobi designed a closed-loop system where Affiliate, Livestream, and Ads are tightly connected, measurable, optimizable, and scalable over time. The strategy was built around three core pillars.
1. Creator-led Growth: Creators as the Growth Engine
In Social Commerce, creators are the first touchpoint in the buyer journey. According to Momentum Works, creator-led livestream campaigns achieve conversion rates 2.3 times higher than brand-hosted livestreams. Therefore, Ecomobi centered Unilever Home Care’s growth around a creator ecosystem rather than relying solely on storefronts or ads.
Phase 1 – Building the foundation with affiliate videos
Ecomobi launched the shop by consistently seeding affiliate sales videos from creators, generating stable daily organic traffic. Content was diversified by SKU, usage needs, and sub-categories, helping the algorithm distribute content and build sustainable conversion signals.
Phase 2 – Scaling revenue with creator-led livestreams
Once traffic stabilized, Ecomobi accelerated growth through livestreams hosted by nano and micro creators — the most effective segment in Social Commerce. According to the TikTok Commerce 2025 Report, this group accounts for 70% of high-performing livestreams in Southeast Asia.
Ecomobi designed a dedicated Creator Funnel for Unilever Home Care:
- Nano/Micro influencers helped consumers compare products and make purchase decisions through niche expertise and trust
- Creator partners and KOCs shared affiliate links, vouchers, and directly closed sales, creating a referral loop
Results: In November alone, the system recorded over 4,000 videos and nearly 4,500 livestream sessions, contributing directly to 500% GMV growth in H2/2025.
2. Livestream at Scale: Standardized Operations for Sustainable Growth
For Unilever Home Care, livestreaming was not a short-term sales tactic but a long-term growth pillar on TikTok Shop. All livestream operations were conducted at EcoLive, a model successfully applied to major FMCG brands like L’Oréal, delivering billion-VND livestream sessions. With over 30 livestream rooms, capacity of 5,000 hours per month, and full backup systems (internet, power), EcoLive ensured consistent and stable brand presence on TikTok Shop.
Leveraging nearly 10 years of affiliate marketing expertise, Ecomobi used real-time data to optimize livestream scripts, pricing, vouchers, and SKU prioritization during live sessions — maximizing GMV and conversion efficiency.
As a result, Unilever Home Care maintained high-frequency livestream coverage while strengthening its competitive position on TikTok Shop.
3. GMV-driven Ads: Advertising Built for Revenue
In Ecomobi’s Social Commerce model for Unilever, ads were no longer just for awareness — they became a direct revenue driver. Ecomobi deployed GMV Max on TikTok Shop, consolidating all ad assets — creator UGC, affiliate content, and top-performing SKUs — into automated paid campaigns optimized for GMV.
This UGC-driven, GMV-optimized ad model had already proven successful in previous large-scale campaigns, notably the 3CE x Ecomobi case study, which generated 700 billion VND GMV from UGC. Through data-driven targeting, ads were delivered with the right content, at the right time, to high-intent audiences — directly contributing to 500% GMV growth in H2/2025.
As a consistent Top 3 TikTok Affiliate Partner (TAP), Ecomobi applied a Brandformance mindset where ads simultaneously drove short-term revenue and built long-term brand equity for Unilever Home Care on TikTok Shop.
Results
Kết quả
After five months, Ecomobi’s Social Commerce model created a clear turning point for Unilever Home Care and helped Ecomobi secure Top 1 TikTok Affiliate in the Home Care category:
- Rebuilt the entire TikTok Shop ecosystem from zero, achieving 500% GMV growth in H2/2025
- Achieved Top 1 TikTok Affiliate ranking in Home Care
- Over 4,000 affiliate videos produced in November alone, generating stable organic traffic
- Nearly 4,500 livestream sessions, ensuring continuous visibility and scalable revenue
- Most importantly, Unilever Home Care now owns a complete, measurable, and scalable Social Commerce system — not dependent on short-term campaigns.
This campaign is a strong testament to Ecomobi Social Commerce Solution executed under a Brandformance framework, where revenue growth and brand building are optimized in parallel.
FAQs
1. How is Social Commerce different from traditional e-commerce?
Social Commerce sells directly on social platforms, where creators, content, and livestreams drive purchasing decisions — the foundation of social commerce for Unilever.
2. What benefits does TikTok Affiliate bring to brands?
TikTok Affiliate allows brands to scale sales through creators and only pay when orders are generated, making it ideal for scaling social commerce for Unilever.
3. What is Brandformance in Social Commerce?
Brandformance combines brand building with revenue optimization, where ads directly contribute to GMV growth.
4. Why are creators central to Social Commerce?
Creators build trust and deliver real experiences, shortening the purchase journey and increasing conversion rates.
5. Why do many brands fail in Social Commerce?
Many brands lack a holistic Social Commerce strategy — focusing only on short-term sales without integrating creators, content, livestreams, and ads into a unified system for sustainable growth.
