Livestreaming has become a powerful engine for social commerce, giving brands the ability to educate shoppers, demonstrate products in real time and convert interest into immediate sales. Recognising this shift, Kolmar engaged Mashwire to activate a creator-led livestreaming campaign for its two brands in Singapore: Bewants, a beauty label, and Condition, a wellness supplement brand. The goal was to reach the right audiences, strengthen product understanding and drive conversions during key promotional periods.

Challenge

Kolmar needed livestreamers who could communicate product benefits clearly, demonstrate usage confidently and maintain viewer interest long enough to influence purchasing decisions. The challenge was to identify creators who matched each brand’s target audience while ensuring message consistency and smooth coordination across multiple sessions.

Our Approach

Mashwire designed a strategic livestreaming activation built on three core pillars: creator selection, targeted messaging and structured execution.

1. Identifying the Right Livestreamers

We shortlisted livestreamers who resonated with beauty and wellness shoppers. Selection focused on their engagement style, clarity of presentation, credibility and ability to drive interaction and purchase intent.

2. Crafting Clear Messaging and Product Flow

We developed a concise briefing structure to guide the livestreamers. This included key talking points, product demonstration flow, benefit highlights and responses to common viewer questions, ensuring the livestream remained engaging, informative and aligned with Kolmar’s brand positioning.

3. Managing End-to-End Execution

Mashwire coordinated all operational aspects including product delivery, livestream scheduling, creator briefing and real-time monitoring. We worked closely with the hosts to ensure message accuracy and maintain strong viewer engagement throughout the sessions.

Results and Impact

The livestreams attracted strong attention from beauty and wellness audiences and generated steady sales uplift during the campaign period. Viewers responded positively to the clear demonstrations, relatable hosting and structured selling points, reinforcing livestreaming as a highly effective channel for Kolmar. This activation shows how the right creator strategy, combined with thoughtful content flow and seamless coordination, can influence audience confidence and drive meaningful conversions in today’s social commerce landscape.

Conclusion

Mashwire helped Kolmar turn livestreaming into a high-impact sales and awareness channel through strategic creator selection, clear messaging and smooth campaign execution.
If your brand is exploring livestreaming as part of your commerce strategy, Mashwire can support you in building a results-driven approach that resonates with modern shoppers.