Case Study: Pioneering Live Commerce at Scale for Unilever's 11.11

During the pandemic, Myanmar's digital landscape was transformed by the explosive rise of Facebook Live sales. While individual sellers thrived, the challenge for a powerhouse like Unilever was immense: how do you harness the chaotic energy of social commerce and transform it into a structured, high-impact sales event for over 20 of your brands?

The goal was to move beyond simply participating in a trend and instead define a new benchmark for what a large-scale live shopping festival could be.

The Challenge: From Fragmented Trend to Flagship Event

The market was saturated with countless live sales hosted by celebrities and influencers. For Unilever's massive 11.11 sales event, the challenge wasn't just to sell products; it was to cut through the noise, professionalize the experience, and create a trusted, can't-miss event that could successfully represent its diverse brand portfolio.

The Approach: Architecting a Multi-Day Shopping Festival

Blink’s strategy was to elevate the standard live sale into a curated, multi-day shopping extravaganza. We engineered a campaign that combined the reach of a major e-commerce platform with the engagement of top-tier talent.

• Strategic Partnership: We forged a critical partnership with Shop.com.mm, a leading e-commerce platform in Myanmar. This immediately added a layer of trust, logistical credibility, and access to a massive built-in audience.
• Themed Curation: Instead of a single, overwhelming sale, we organized four distinct, themed live events to improve the user experience and allow for targeted messaging: Beauty Day, Home Care Day, Men’s Day, and Economy Day.
• A-List Talent: We enlisted a strategic mix of high-profile hosts, including the relatable lifestyle couple’s blog “Our Travel Diaries” and famous R&B singers Eaint Chit and Htet Aung, ensuring broad appeal across different consumer segments.
• Network Amplification: The campaign’s reach was supercharged through a coordinated cross-promotional effort involving all 20+ participating Unilever brands, the celebrity hosts, and Shop.com.mm, creating a powerful network effect.

The Impact: A New Blueprint for Social Commerce

The 11.11 campaign was a resounding success, creating enormous hype and delivering significant results that set a new standard for live sales in the region.

• Over 1 million in reach and 200,000 stream views, proving the massive audience appetite for a well-produced live shopping event.
• The campaign successfully drove sales and engagement for over 20 leading FMCG brands under the Unilever umbrella.
• It served as a highly effective test case, establishing a new, scalable blueprint for future live commerce events and solidifying Unilever's leadership in the social commerce space.

By transforming a popular trend into a structured and scalable model, Blink helped Unilever not only win 11.11 but also pioneer the future of live shopping in Myanmar.