SM Supermalls has launched what it calls the Philippines' first TikTok LIVE mall campaign, led by YCP, according to adobo Magazine via Google News . The initiative aims to merge in-person shopping with live streaming, allowing viewers to interact with brands and make purchases in real time.
The campaign features a series of TikTok LIVE sessions hosted from SM malls, where influencers and store representatives showcase products, offer exclusive deals, and answer viewer questions. YCP, a digital marketing agency, is credited with spearheading the project, which leverages TikTok's growing e-commerce capabilities in the Philippines.
This move reflects the increasing convergence of social media and retail in the country. By combining physical mall traffic with digital engagement, SM Supermalls hopes to attract a younger, tech-savvy audience and boost footfall amid the rise of online shopping.