It was a pleasure working with you!Thank you for all your help on the activation. We'll be in touch regarding future projects.
TikTok Commerce Manager
The objective
For The Ordinary, TikTok Super Brand Week was an opportunity to build momentum around a new product launch. But there was a challenge: previous creator-only events had struggled to turn RSVPs into actual attendance, with around 20 people attending from 60–80 sign-ups.
With a new lip treatment available exclusively through TikTok Shop during the campaign, the team needed a different approach. How could the brand encourage more people to engage in person while also directing customers towards its online sales channel?
The answer was to bring the campaign into the shop itself. A public-facing activation would give customers a reason to stop, discover the new product and take part, while creating a direct route to TikTok Shop.
The brief
With Super Brand Week starting in less than a month, MGN Events needed to turn that strategic shift into an engaging retail experience without overcomplicating the build.
The activation needed to work within an existing store, attract attention without overwhelming the retail environment and give customers a clear reason to get involved.
It also needed to connect the physical experience with the online campaign, making it easy for customers to discover the new HA + Asiaticoside Lip Treatment and find their way to TikTok Shop.
What we did
Gave customers a reason to stop and play
At the heart of the activation was a capsule prize game. Customers could take part for the chance to win a 10% in-store discount, a 10% TikTok Shop discount or a free product.
The prizes created a simple, interactive reason to engage with the brand. Free gifts included selected The Ordinary skincare products, alongside the new lip treatment, while the discount slips gave customers a tangible incentive to shop.
The experience was designed to do more than attract attention. It gave customers a reason to participate and connected that interaction with the campaign’s retail and online objectives.
Made the launch visible in store
The capsule cabinet became a focal point, with a large branded balloon arch installation and two oversized branded balloons carrying The Ordinary and Super Brand Week logos.
Alongside it, a dedicated product display put the new HA + Asiaticoside Lip Treatment at the centre of the experience. A large 2D product cut-out added another visual element to the launch.
Together, these details helped distinguish the activation within the existing store without requiring a completely bespoke build.
Connected the experience to TikTok Shop
A physical activation only works commercially if customers know what to do next. QR codes directed customers to TikTok Shop UK to complete their purchases.
MGN Events sourced and selected the perfect brand ambassador who was briefed on the product and its ingredients, the exclusive launch and how to direct customers to TikTok Shop. They also encouraged people to take part in the prize game.
This brought the different elements together: product discovery, an interactive moment and a clear route to purchase.
Kept the delivery practical
The activation had to fit around the realities of a working retail space. The capsule cabinet arrived pre-filled, the display and branded elements were installed before opening, and the team checked the prizes and replenished the capsules throughout the day.
MGN Events managed the on-site running order, including the installation, event delivery and evening derig.
The doors opened at 10am, with the activation running until 7pm. The result was a full-day experience designed to engage customers while keeping the practical details under control.
The results
The strongest day for follower growth
The client reported that 7 October was the strongest day of Super Brand Week for new followers, with approximately 800 new followers recorded that day.
They also described store traffic as very successful and confirmed that the project came within budget. The wider Super Brand Week campaign came close to its overarching target.
For MGN Events, this project shows the value of starting with the commercial challenge, then building an experience around the budget, timing and space available. By combining product discovery, a simple prize mechanic and a clear route to TikTok Shop, the activation gave customers more than a product display. It gave them a reason to get involved.
800
New followers to The Ordinary on the brand activation day
172,000+
TikTok video views form core content shared
700+
Content comments, likes, posts, reshares and bookmarks
What was The Ordinary’s TikTok Shop product launch activation?
MGN Events delivered an interactive in-store product launch activation for The Ordinary at its Commercial Street store in London on 7 October 2026, during TikTok Super Brand Week. The experience featured a capsule prize game offering in-store discounts, TikTok Shop discount codes and free products, alongside branded displays and QR codes directing customers to TikTok Shop. The client reported strong store traffic, approximately 700–800 new followers on the event day and delivery within budget. The activation was designed to connect physical retail engagement with the campaign’s online sales channel.
Further Reading on Product Launches and Brand Activations
Frequently asked questions for TikTok Product Launches
What is a TikTok Shop product launch activation?
A TikTok Shop product launch activation is a brand experience designed to introduce a product and encourage customers to discover, engage with or purchase it through TikTok Shop. It can combine in-person experiences, product demonstrations, interactive activities and clear routes to online purchase.
How can an in-store activation support TikTok Shop sales?
An in-store activation can bring a product to life in a physical retail environment while directing customers to TikTok Shop through QR codes or other clear purchase links. Interactive activities, product information and relevant incentives can help connect the experience with the online buying journey.
What makes an interactive product launch effective?
An effective product launch gives people a reason to stop, participate and learn about the product. The experience should reflect the brand, suit the setting and make the next step clear, whether that is trying a product, sharing content, visiting a store or making a purchase.
How can an event agency deliver a product launch on a tight budget?
An event agency can prioritise the elements that support the objective, use pre-made structures with branded finishes where appropriate, and plan production and logistics around the available time and budget. Careful supplier management and a detailed running order help keep delivery practical.
How should brands measure the success of an in-store activation?
Brands should agree measures before the event, based on their objectives. These might include footfall, participation, product trials, new followers, content engagement, online orders, retail sales and budget performance. Where possible, event-day results should be compared with campaign benchmarks to understand the activation’s contribution.
