Momoyo +100% jump in GMV

The starting point

What the brand was working with

Momoyo is a dessert chain, and dessert behaves differently from QSR: the buying decision is fast, the price point is low, and appetite for trying something new is far higher. That reshapes the work.

Because the product cycle is short, the operating rhythm follows the product rather than a campaign calendar. A new product lands every 45 days, and each launch is treated as a fresh starting point for content and LIVE.

How it ran

What was actually operated

The conversion layer leans heavily on LIVE: 12–14 hours a day. The format lets viewers watch the product being made, hear the price and buy inside one session without a pause to reconsider.

Creator content covers discovery. One example on this page recorded 4,818,567 views—and more important than the view count, that content is connected to the outlet and the voucher, so there is a route from watching to arriving.

How to read it

What this shows—and what it does not

Conversion up 64% and 10,000+ cups sold in a single day shows a pattern typical of dessert: sharp peaks tied to moments, rather than a flat line across the month.

The consequence is that what needs protecting is not daily volume but readiness on the peak day—stock, LIVE crew and creator scheduling are prepared for that.

This section is our reading of the figures above, not an additional claim. The figures themselves come from campaign records.