$100k in 1 Livestream: How Willow Boutique Smashed Their TikTok Shop Live Selling Record

Live Selling. Record Results.

Willow Boutique went all in on TikTok Shop livestreams – pairing real-time audience engagement with high-performing content to drive six-figure revenue and sold-out product drops.

Willow Boutique, a fashion company that offers cute, quality clothes at an affordable price, was one of the original beta testers on TikTok Shop and the second brand to ever have a purchase made on TikTok Shop US. Having already built a strong organic TikTok presence, the Willow Boutique team and TikTok Shop approached Go Fish with their sights set on breaking their live selling record (value of merchandise sold during one livestream event), which was $40k at the time.

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the challenge

High stakes. Tight timeline.

Willow Boutique had bold goals – and a tight timeline. The challenge? Double their live selling record, build a full campaign strategy in just one week, and execute it across multiple channels while adapting in real time to TikTok’s livestream algorithm. On top of that, we had to scale fulfillment and prove that a cross-channel strategy could do more than just show up – it could sell out.

Services

TikTok Shop
Paid Social

Go Fish’s impact on our business has been revolutionary, helping us scale across various platforms. The introduction to TikTok Shop, a game-changer for us, is a testament to their keen understanding of market trends and opportunities. The team at Go Fish goes beyond being a service provider; they are true partners.

Adam Sommers, Owner, Willow Boutique

strategy

Not just a drop. A full-funnel launch.

Go Fish launched Willow Boutique’s fall collection drop on TikTok LIVE, featuring exclusive deals only available in TikTok Shop. Our cohesive marketing strategy leveraged the power of cross-channel promotion to amplify awareness, engagement, and LIVE sales.

In an expansive approach that rivaled many Black Friday/Cyber Monday (BFCM) strategies, Go Fish and Willow Boutique pre-promoted the livestream event using video content, RSVP campaigns, and short-form video ads on TikTok and Meta (including Instagram), driving cross-platform awareness.

Go Fish also scheduled paid ads on Meta to drive traffic to TikTok during the event and created two email funnels: one to promote the upcoming event and one reminder for when the livestream began. Go Fish’s SMS strategy featured only one text message, sent out to Willow Boutique’s entire SMS list as soon as the livestream began.

results

A drop that

A flawless launch led to six-figure performancebroke all records

2,345%

YoY increase in Meta revenue.

Cross-channel strategy turned Meta into a powerhouse for full-funnel growth.

100%

YoY increase in TikTok revenue.

Doubling revenue year over year proved the power of live selling and smart promotion.

10%

Return on ad spend (ROAS).

Every dollar pulled serious weight—driving impact across platforms.

Go Fish’s strategy and implementation proved highly effective, reaching more than 8,000 viewers at one time and increasing Willow Boutique’s revenue from key audience segments across TikTok, Meta, email, and Google. The livestream exceeded our goal of selling $100k worth of merchandise through TikTok LIVE, breaking and more than doubling the boutique’s previous live selling record of ~$40k worth of merchandise sold on one livestream!

The campaign reached more than two million users, and the livestream reached 2.8 million viewers. Willow Boutique and Go Fish reported more than four million products added to carts in the TikTok Shop. The campaign garnered 7.8k new followers for Willow Boutique’s TikTok channel and raised awareness for the brand, with 71% of the viewers reached being non-followers.

Through its partnership with Go Fish, Willow Boutique was able to increase its reach and connect with new audiences while more than doubling their TikTok Shop live selling record. Our team also helped them grow overall revenue while significantly reducing cost per acquisition (CPA).

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