Audiences no longer separate scrolling from showing up. They find a place on their feed at lunch and walk into it by dinner. For SM Supermalls, that overlap was an opportunity, and with YCP leading strategy and execution, it became the Philippines’ first creator-driven TikTok LIVE mall campaign.
The idea was straightforward but ambitious: turn malling moments into live, interactive content. Using TikTok LIVE across SM’s premier and flagship malls, YCP turned familiar retail floors into a stage where some of the country’s most-followed creators brought malling to life in real time for an audience that was watching, reacting, suggesting, and giving POVs on what to shop as they went.
Filipinos don’t just scroll, they get pulled in
They get pulled from one LIVE to the next, watching and reacting in real time.
Today’s consumers don’t want to be marketed to. They want to be let in. By putting trusted creators at the center, every LIVE became more than content. It let viewers explore SM Supermalls through the eyes of personalities they already follow, so discovery felt personal instead of promotional.
But audiences didn’t just watch. They joined in, dropping suggestions, calling out what to shop next, and answering on-air challenges for a chance to win prizes. Every LIVE became a two-way experience, with the audience part of the show.
In one execution, the campaign brought together the country’s most-loved creators, partner brands, and SM’s flagship malls, and gave audiences a front-row seat and a shot at winning.
Creator-led storytelling meets live commerce
YCP made creators like Inigo Jose from Pinoy Big Brother Collab 2.0, Sean Tristan of ABS-CBN’s Love at First Spike and Miss Earth Philippines 2025 Joy Barcoma the campaign’s lead storytellers, showing the full malling experience in a way that felt native to the platform.
Tenant participation was also key. We selected and grouped the brands and stores for each LIVE based on its theme, so the lineup always matched the content. They brought real products, real offers, and real reasons to visit, making each session genuine live commerce and spreading the value across the whole mall.
The payoff went beyond awareness. Audiences didn’t just watch — many mentioned in the comment section that they would visit their favorite SM in person.
Building the setup from scratch
Because nothing like this had been done in the Philippines before, there was no template to follow. Most TikTok live selling runs on a fixed setup: a creator, a tripod, and a wall behind them. The angle never changes and the camera never moves.
This campaign needed more than that. YCP designed and built a mobile production cart that traveled with the creators wherever they went across the mall, rigged with multiple cameras that shifted angles in real time. The result looked closer to a live broadcast than a standard live sell, with movement, variety, and energy that kept viewers watching.
The team also wrote the playbook for it. Since the format and the pre-production process did not exist yet, YCP created both, from the production workflow to the on-ground execution, giving SM a repeatable model for future LIVEs.
Across both campaign waves, the results showed that LIVE activations reach well beyond the show floor, turning malls into a content and entertainment ecosystem for creators, malls, and tenants.
The initiative generated 6.14M total video views, 50.9K LIVE viewers, 577.2K likes, and 17.4K comments, a clear sign of real interaction rather than passive impressions.
It also reached the audience it set out to. The campaign resonated most with viewers aged 18 to 34, with the 25-to-34 segment as the single largest group. That puts it squarely in front of the digitally active young professionals and Gen Z consumers shaping the future of retail.
Reimagining mall marketing
This campaign proved the model works. YCP built the format, the production system, and the playbook from nothing, and the results backed it up. Malls don’t have to stay in physical spaces only. They can be live, watchable, and shoppable in real time.
For SM, this was the first run, not the last. The plan is to take it nationwide, scaling the format across more malls and more markets so the next wave reaches far more of the country. The first LIVE set the standard. The rest is rollout.
