a £120k showcase, planned to the minute.

the challenge

Daily lives build the audience. Showcases drive the peaks. For The Beauty Crop, the brief was the second half of that sentence: a tentpole broadcast big enough to spike GMV and become a brand moment, not just another session in the calendar.

A showcase is a different animal from a daily LIVE. Twelve hours on air is a long time to hold a room, and every hour has to earn the next one. Nothing about a broadcast that size can be improvised.

the approach

So we planned it to the minute. Somerce showcase LIVEs are built on run-of-show documents broken into 15-minute beats, each with its content beat, product focus and on-screen prompts, alongside hour-by-hour talent schedules. When the broadcast started, everyone in the room knew exactly what happened next, for all twelve hours.

Production matched the ambition. Showcases run with full studio set builds, multiple cameras and a moderator in the room, with custom stickers, segment cards and countdowns keeping the screen moving, because the viewer should never see the same LIVE twice. Pre-heat content built the audience before we ever went live, with short-form teasers and countdown videos doing the sign-up work in the days before. That is where our content team earns a showcase its opening audience.

On air, we run every LIVE as a funnel: enter-room rate gets viewers in, engagement holds them, click-through rate moves them to product, click-to-order converts them. The 28% click-through rate on this broadcast came from the unglamorous discipline behind that funnel, pinning the right product at the right moment and narrating it with sales-led clarity, hour after hour.

Engagement loops did the holding work. Like goals, polls and giveaways each buy a few minutes of attention, and a 12-hour showcase is never allowed to sit between loops. It is the same methodology that runs every broadcast in our TikTok LIVE service, scaled up to showcase size.

the results

The broadcast delivered £120k+ in GMV ($150k+) in a single showcase LIVE, with a 28% click-through rate across the session.

The number is the headline, but the click-through rate is the story. It means the room was not just full, it was shopping: viewers were moving from watching to product pages at a rate that only happens when the plan, the products and the presenting line up.

Every LIVE is a funnel. Plan all twelve hours of it, and the funnel stays green.