In an era where digital innovation is reshaping consumer engagement, Universal Robina Corporation (URC), one of the country’s largest food and beverage manufacturing companies, has successfully navigated this shift with impressive results.
For over 65 years, URC brands such as Jack 'n Jill Piattos, Great Taste Coffee, C2 Cool & Clean have been staples in Filipino households. Building on its strong market leadership, URC entered TikTok Shop, the integrated e-commerce feature of the popular social media app, in May 2023—a strategic step to keep pace with evolving consumer trends.
Last year’s “6.6” sale was a key moment in URC’s online journey, demonstrating its ability to adapt and thrive in a digital-first world. By using TikTok Shop’s ACE Indicator System, which focuses on Assortment, Content, and Empowerment, URC crafted a strong sales strategy with enticing deals, including up to 30% off and a special 10+1 offer on Great Taste products, which became best-sellers. The campaign led to a remarkable 227% increase in Total Gross Merchandise Value (GMV), marking a significant milestone in URC’s digital growth.
Live Streaming: Enhancing Consumer Interaction and Experience
Another key element of the campaign was the use of live streaming, an essential tool for engaging with today’s consumers in the digital marketplace. During its 9-hour live stream, URC was able to showcase a wide range of products in an innovative, dynamic, and entertaining format.
"The response we received from our live events on TikTok Shop has been truly encouraging. As a company who has been delighting consumers of different generations with good food choices, we understand the importance of adapting to the changing landscape of consumer preferences. Live streaming provides us with an opportunity to tell our brand stories in an engaging and interactive way which helps us to better connect with our audience,” said Mian D. David, URC Chief Marketing Officer.
Since it first started live streaming, URC has broadcast over 130 hours of content each month. This has brought about a 285% increase in GMV from live sessions compared to the initial campaign, alongside a 350% improvement in Gross Profit Margin (GPM) for live shows.
"URC’s ability to blend traditional retail values with innovative e-commerce strategies showcases a bold reimagining of the shopping experience. By harnessing the ACE Indicator System, URC has optimized its product assortment and content and empowered its team to experiment with new approaches. This is a clear indication that in the fast-evolving digital landscape, agility and creativity are crucial for unlocking growth and engaging consumers in meaningful ways," shared Niks Fojas, Partner Solutions Lead at TikTok Shop Philippines.
Embracing today’s most popular digital platforms, URC continues to expand its reach and stay connected with consumers. By tapping into e-commerce and interactive online features, the company is keeping up with evolving shopping habits and making its products easier to find and enjoy. For URC, it’s all about moving along with the times while staying true to its purpose, delighting everyone with good food choices.
For more information on URC, visit urc.com.ph
To explore URC's offerings and special promotions, visit URC's TikTok Shop.
