A TikTok-led campaign system for Colgate that combined branding and e-commerce across multiple oral care product lines, including key SKUs such as Optic White Purple Serum, MaxFresh, and Total.
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Colgate needed a TikTok campaign that could support both branding and sales conversion across several SKUs at once. That is a difficult FMCG challenge because the brand story and the selling message both need to stay clear.
On the execution side, the key commercial target was to build a TikTok Shop livestream model capable of delivering 2B VND in sales within 6 months.
I contributed to both planning and execution, with the core focus on TikTok Shop operations and livestream selling.
The work included coordinating with production teams to develop video ads, branding content, livestream assets, and creator-facing materials that stayed on-brand while still driving conversion.
This case shows one of my clearest strengths in social commerce: turning a brand framework into a content and livestream system that can actually sell.