If live commerce isn’t already on your 2025 #entrepreneurgoals radar, Yang’s Riang Raya campaign just proved why it should be!
In just 30 days, the campaign became a hit among netizens and achieved RM3.8 million in GMV, 34.7 million product views and had over 60,000 items sold. That’s more than triple of last year’s results – and it didn’t happen by luck!
After endless planning, hard work and dedication through confident execution, it finally happened because the Yang team dared to experiment, go cinematic by collaborating with Canon and turned live shopping into a full-blown experience. Here are all the unique strategies behind their campaigns’ impressive success, one step at a time!
1. Trying Something New to Break The Internet
From cinematic storytelling to engaging product drops, Yang’s Riang Raya 2025 redefined how Malaysians shop during Raya. With Canon’s powerful gear and production support, the team filmed hype-worthy videos featuring Dato’ Sri Siti Nurhaliza and Dato’ Sri Meer Habib, each scoring over 1 million views! The visual quality, interactive storytelling and superior production value made these videos totally impossible to scroll past.
2. Think Outside the Box & Take the Livestream Outdoors
Who says live commerce has to be done in a studio? In a bold move, the team took their livestream outdoors – a rarity in the TikTok space. The change in environment boosted average viewing durations by 200%. And it was all thanks to Perbadanan Putrajaya and the always-on-point Canon crew for making the outdoor setup not just work, but shine!
3. Timing Is Everything
The campaign also tapped into benefiting from peak engagement hours. Consisting of both Sahur (3am – 7am) and nighttime slots (8pm – 12am), instead of guessing, the team monitored peak-time shopping behavior and adapted these findings into real-time. The result? More views, higher interaction and massive sales. Knowing when your audience is most active makes a huge difference!
4. Boosting with Smart Ad Strategy for Smarter Returns
Advertising wasn’t just an afterthought – it was a secret to their success! Boosting livestreams with strategic ads running during the same live session brought in a more targeted crowd who were interested in the featured ad products, earning 5-10 times Return on Spend (ROS). Every boosting initiative definitely worked more effectively thanks to their smart ad placements and compelling creatives.
5. Brand Collaboration Matters
Adding to the excitement, collaborating with brands that actively supported them the most throughout the campaign were admittedly the ones that performed the best and led to Yang’s success too. Brands that showed up, engaged with the process and collaborated closely certainly saw significantly better results in the long run. Teamwork really does make the (sales) dream work!
6. Creating FOMO On Purpose
Yang’s Riang Raya didn’t just sell products – they created FOMO moments! From building suspense before product drops to releasing limited stock with live countdowns, viewers didn’t just want the product – they needed it now.
For example, before launching the viral ‘Beg Kuning,’ they got viewers to comment “1” and only released the product link after hitting 100 comments, building massive anticipation and hype. No one wanted to be the one who missed out! And with Canon’s crystal-clear visuals and pro-level camera work, every moment was captured in stunning detail – making every drop feel like an unmissable event.
7. Selling What Viewers Actually Want
By tracking TikTok Shop trends, reviews and social conversations, the team clearly understood what viewers actually wanted right from the start! They weren’t just selling – they were offering curated, hype-worthy Raya essentials, wrapped in memorable storytelling.
What’s Next?
Yang’s Riang Raya 2025 wasn’t just a campaign – it was an epic success story in modern commerce! With bold moves, creative risks and a loyal partner like Canon powering the stunning visuals and storytelling, this campaign didn’t just break records – it changed the commerce game.
So if you’re still on the fence about live commerce, it’s time to hit “Go Live” and just give it a shot! Because the future? It’s already here – and it looks incredible through a Canon lens.
