Monde Nissin Corporation, a household name in the Philippines for over 40 years, has elevated its iconic food brands to new digital heights by partnering with TikTok Shop. As part of TikTok’s roster of Filipino brands, Monde Nissin’s impressive growth on the platform underscores the transformative potential of e-commerce and social media in empowering local businesses.
Monde Nissin is celebrating 45 years of bringing good food to tables around the world and is renowned for brands such as Lucky Me!, SkyFlakes, Fita, Nissin Biscuits, Monde, M.Y. San Grahams, and Quorn meat-free products. The company joined TikTok Shop in January 2023, and launched its first livestream event in June 2023. Since then, Monde Nissin has harnessed TikTok Shop’s innovative tools and vibrant community to achieve notable results.
“Joining TikTok Shop has been a transformative step for Monde Nissin. It’s not just about expanding our digital footprint, but about engaging with a new generation of consumers in a dynamic, interactive environment. By integrating entertainment and commerce, TikTok Shop has enabled us to drive sales and deepen brand loyalty in ways that traditional platforms could not offer,” said Shellane Dy, Activation & Ecomm Head.
Meeting Consumer Demand with Competitive Offers
During TikTok’s 7.7 Shopping Sale, Monde Nissin saw double digit growth in Total Gross Merchandise Value (GMV) compared to its previous campaign. This success can be attributed to the brand’s strategic use of TikTok Shop’s Assortment, Content, and Empowerment (ACE) Indicator System.
In order to meet its diverse consumer needs, Monde Nissin ensured its most popular products were available and competitively priced. In addition, by offering exclusive discounts on popular items, the brand positioned itself as a top choice for value-conscious shoppers.
A key part of this strategy was ensuring high-demand stock-keeping units (SKUs), such as Lucky Me! flavors were well-stocked. This careful inventory management, combined with attractive offers, led to GMV uplift for Lucky Me! during the 7.7 sale, with specific SKUs ranking in the top 40 on the platform.
In addition to Lucky Me!, Monde Nissin also saw substantial growth across other product lines on TikTok Shop. M.Y. San Happy Time Assortment Biscuits achieved an increase in GMV, while the Nissin brand experienced a surge compared to the previous campaign. These results are a testament to the effectiveness of Monde Nissin’s assortment strategy in capturing consumer interest and driving sales across multiple product categories.
Engaging Consumers Through Livestreaming and Influencer Collaborations
In the Content pillar, Monde Nissin’s approach was both ambitious and effective. The brand conducted over 24 hours of livestreaming during the 7.7 sale, utilizing multiple TikTok Shop Partners (TSPs) and in-house resources across four accounts. This extensive live presence resulted in a triple digit increase in livestreaming growth compared to the previous campaign. Monde Nissin also leveraged a network of Key Opinion Leaders (KOLs) and partnered with mid-tier and large creators, contributing to its total GMV during the event.
“Livestreaming on TikTok Shop has allowed us to connect with our customers in real time, offering them exclusive deals and engaging them directly with our brand story. This platform has redefined how we interact with our audience,” said Shellane Dy.
Leveraging Campaigns and Tools for Growth
Monde Nissin also saw significant results by consistently participating in TikTok Shop’s campaigns, including the “Buy Local, Shop Local” program of the platform. The brand was nominated and featured as “Brand of the Day,” and utilized Customer Relationship Management (CRM) tools to attract new customers with targeted vouchers during campaign days. With a strategic focus on limited ad spending, Monde Nissin increased its ads GMV with a Return on Ad Spend (ROAS) of 30.
This success highlights Monde Nissin’s effective use of TikTok Shop’s features and demonstrates how the platform’s combination of social engagement and commerce is influencing the digital marketplace. By facilitating innovative connections between brands and audiences, TikTok Shop provides insights for local businesses adapting to the evolving digital landscape.
“Monde Nissin’s impressive performance on our platform highlights the power of TikTok Shop’s unique blend of social engagement and e-commerce innovation. Our platform is designed to help brands connect with audiences in meaningful ways, and Monde Nissin’s success is a testament to how our tools and features can drive real results. We’re excited to continue supporting local brands as they navigate the evolving digital landscape and achieve their growth objectives,” said Niks Fojas, Category Lead for FMCG at TikTok Shop.