The partnership between L’Oréal and Ecomobi has delivered a series of livestreams generating revenue in the tens of billions of VND, while also demonstrating the necessity of professional livestreaming services
Background
Since 2021, livestreaming has rapidly emerged as a dominant trend in the e-commerce industry, growing at an astonishing rate. Livestream shopping events have not only become an effective tool for promoting products but also a major revenue stream for many brands. According to a NielsenIQ report from 2024, consumers now spend an average of 13 hours per week watching livestream shopping events, with 95% having made a purchase via livestream within the first three months of the year. The trend of “shoppertainment” (a blend of shopping and entertainment) is gaining traction, with YouNet ECI reporting that around 70% of Vietnamese consumers had made a purchase through livestreams or shoppertainment events in the past six months.
However, to fully capitalize on the potential of livestreaming, major brands like L’Oréal must overcome significant challenges, particularly in providing high-quality viewing experiences while maximizing revenue from each livestream session.
Challenges
L’Oréal, one of the world’s largest cosmetics groups, with four divisions and over 40 subsidiary brands, recognized the immense potential of livestream selling, especially when its CeraVe brand launched on TikTok Shop in mid-2024. However, the lack of professional partners in the market offering large-scale livestream services posed a challenge. L’Oréal struggled to organize mega livestream events that met the high expectations for visual quality, engaging scripts, and smooth viewing experiences. They needed a comprehensive solution that could handle everything from high-quality production equipment to the seamless management and execution of large-scale livestream sessions with precision and efficiency.
Solutions
Ecomobi was selected as the partner to operate CeraVe’s first mega livestream. Ecomobi provided an end-to-end livestream solution, offering state-of-the-art facilities including 25 small livestream rooms, two 30m² mega rooms, and four 150m² super mega rooms. The setup featured various camera angles, reliable lighting systems, and stable internet connections to ensure a flawless viewing experience.
In addition, Ecomobi offered real-time data on viewer behavior through its dashboard system, enabling the livestream host to adjust content and implement timely promotional strategies. Ecomobi’s technical team closely monitored and reported on key metrics such as the most-added products to carts, enhancing viewer engagement and boosting purchase rates.
Furthermore, Ecomobi handled all aspects of host management, ensuring the selection of hosts who resonated with the brand’s products and target audience. This comprehensive approach ensured that each livestream was seamlessly executed, consistently delivering the brand’s message and product features.
Results
The results from CeraVe’s first mega livestream exceeded expectations, with the gross merchandise volume (GMV) reaching 130-150% of the target. This success was attributed not only to the superior visual quality and engaging content but also to the close collaboration between Ecomobi and L’Oréal in leveraging real-time data to optimize performance.
CeraVe’s success paved the way for a long-term partnership between Ecomobi and L’Oréal. Ecomobi went on to successfully host a livestream for La Roche-Posay, broadcasted on both a KOL’s (Key Opinion Leader) account and the brand’s official account. The event reaching nearly 20 billion VND in GMV, with 5 billion VND coming from the brand’s own account, making it one of the highest-grossing TikTok livestreams of the month.
Additionally, Ecomobi managed a series of livestreams for L’Oréal, spanning over 4,000 hours across 2,000 sessions, running continuously over 30 days across all four divisions. This demonstrated Ecomobi’s ability to handle large-scale, complex livestream events. The series resulted in a 161% increase in total merchandise value compared to the same period the previous year, along with a 319% increase in livestream hours, reaffirming the success and scalability of Ecomobi’s livestreaming services.
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