Crocs was early to TikTok Shop and wanted to test live selling before most brands its size had tried it. There was no template, no internal live team, and no proof yet that the format could work for them. I was assigned the account through CreatoRev and asked to build the whole thing from zero.
I designed a Crocs set, cast and hired on-camera selling talent, wrote the scripts and the run of show, and produced and directed the streams live. On stream days the team was three people, and I ran production, crew, and talent for the full four to six hours. Between streams I cut the recap and social content and read the post-stream data so each one was tuned off the last, and every stream doubled as audience education around new product drops.
Live selling is a performance with a spreadsheet behind it. We treated every stream as a test, changed one thing at a time, and let the numbers decide. Crocs kept working with us after the first run, on more livestreams and on short-form video, which is the result that matters more than any single stream.
Each 4–6 hour stream cleared $5,000 in sales, Crocs got a live commerce channel it didn't have before, and the relationship continued into more lives and short-form content.
