Cali Curves Fajas
Selling more shapewear with Live Shopping Ads.
The Objective
Shaping every curve—just in time for Black Friday
Cali Curves Fajas is a woman- and Latinx-owned shapewear brand founded by Leslie Zamudio, built on the belief that every body deserves to look and feel its best. What began as Leslie’s personal journey toward self-confidence has since evolved into a beloved brand with three California storefronts and a community of 600K+ followers on TikTok. Despite a thriving TikTok presence and strong community engagement, Cali Curves faced a critical challenge heading into Black Friday: converting viewers into buyers during the platform’s busiest shopping season.
The Solution
Turning up the volume with Live Shopping Ads
To drive purchases leading into Black Friday, Cali Curves used a two-pronged TikTok Shop strategy: Video to Live and Real Time Live Shopping Ads. Backed by $8,500 in ad spend—$5K allocated to Video-to-Live and $3.5K to Real-Time Live—they kept targeting broad (women 18+) and optimized for purchases, knowing most customers only need one faja at a time. Each ad group was set to run for 8 hours after their live events began, giving the content time to land with high-intent audiences.On the creative side, the team spotlighted their Black Friday discounts using trending audio, flash sales, and live try-ons with diverse models. They also made a point to verbally respond to comments in real time, creating an engaging, trust-building experience that converted views into buys.
The Results
From livestream to checkout, Cali Curves delivered
The campaign drove over 1,000 purchases and generated $50K in GMV, delivering a strong 4.4 Return On Ad Spend. But beyond the numbers, the experience helped Cali Curves engage meaningfully with their growing audience and showcase their unique brand voice in an authentic way. Cali Curves Fajas success highlights how TikTok’s LIVE Shopping tools can level the playing field for growing brands during high-stakes retail moments.
Tips & Takeaways
Lean into Live Shopping Ads if your product benefits from try-ons, walkthroughs, or real-time interaction
Use both Video to Live and Real Time Live Shopping Ads to boost attendance and engagement ahead of major tentpole moments
Broad targeting and short, high-intent campaigns can be incredibly effective when you already know your audience lives on TikTok