Turning Live Commerce into Revenue: Crocs UK Super Brand Day.
Driving GMV, engagement and product visibility through a coordinated TikTok Shop and Live strategy.
Client
Crocs UK
Date
September 2025
Objectives
- Generate substantial GMV during the SBD week.
Increase the number of items sold through TikTok Live.
- Expand their follower base and engagement on TikTok.
Improve product discovery and drive buyer growth through live sessions.
The Client
Crocs is a global footwear brand known for its comfortable and iconic clog shoes. In the UK market, Crocs aims to leverage TikTok Shop to drive sales, engage with a younger audience, and build a strong brand presence. This case study focuses on their Super Brand Day (SBD) week and its impact on their TikTok Shop performance.
Our Approach
ONYX implemented a comprehensive live commerce strategy centered around the Super Brand Day week. This involved optimising the TikTok Shop, activating creators to co-hosting live sessions, and strategically timing content to maximise reach and engagement. The approach focused on creating a compelling and interactive shopping experience to drive immediate sales and build a loyal customer base.
Key Activities
The work
Optimised the Crocs UK TikTok Shop for increased visibility and conversion.
- Developed and executed a live commerce strategy for the SBD week.
- Sourced and activated relevant TikTok creators to co-hosting the SBD live streams.
Deployed strategic content timing to maximise audience reach and engagement.
before the results
Commercial Impact
during SBD week
GMV
£304,302
(vs. £15,612.72 the week before)
Items Sold
8,675
(vs. 556 the week before)
GPM
£9.19
(vs. £8.16 the week before)
New Followers
2026
(vs. 370 the week before)
Likes
417,686
(vs. 405621 the week before)
Live Impressions
691,9108
(vs. 1913998 the week before)
GMV
307.44%
The Super Brand Driven Increase
Sales Increased
336.51%
(vs. the week before)
Story board
Live Lineup
Live Commerce
Behind the scenes
Why this worked
The engagement was successful due to the strategic focus on live commerce during the Super Brand Day week. By optimising the TikTok Shop, activating relevant creators, and timing content effectively, Crocs UK was able to create a compelling and interactive shopping experience that drove significant sales and engagement.
Conclusion
The Super Brand Day campaign demonstrated how structured live commerce can transform TikTok from a marketing channel into a meaningful sales driver. By combining creator activation, live streaming and a well-optimised TikTok Shop, Crocs was able to significantly increase both visibility and revenue within a short period of time.
The results highlight the power of a coordinated social commerce strategy, where content, creators and commerce infrastructure work together to drive measurable commercial growth.
