YOLU Takes the Grand Prix at TikTok Ad Awards 2025 Japan

The notable beauty care brand YOLU, a subsidiary of I-ne, made waves at the recently held TikTok Ad Awards 2025 Japan. The campaign titled "Sleeping Live Broadcast" was awarded both the Grand Prix and the Greatest Innovative award, a testament to its creative excellence.

Overview of the Campaign

YOLU, known for its night-care beauty products, launched a campaign to promote their latest product, the "Dreaming Bath Tablet." In this innovative TikTok LIVE event, they collaborated with the popular idol group, "Chō Tokimeki♡ Sendenbu." The premise was simple yet engaging — live streaming while the idols unwind and introduce the product after taking a bath. The twist? They eventually fell asleep during the broadcast, creating unexpected and entertaining moments for viewers. This spontaneous "sleeping incident"—where idols doze off in front of thousands of fans—created buzz like never before.

Fans reacted enthusiastically, leading to viral clips being shared, and within just 24 hours, the campaign recorded over 500 video pick-ups and achieved an impressive 6.5 million views. The live broadcast reached peak simultaneous viewers of 48,000, and the engagement didn’t stop there. The campaign propelled YOLU to the number one spot in the bath product category on Rakuten. In a remarkable turnaround, the sales of the "Dreaming Bath Tablet" surpassed 1 million units just two months after its launch.

Reasons for Winning

The criteria for winning the Grand Prix included originality and the capacity to engage fans. The concept of having idols sleep during a live broadcast captured attention and spurred viewers to participate actively. It merged the intrinsic qualities of the product with a captivating story that not only drove conversation but also translated into tangible sales.

The meticulous planning that included strategic timing and engaging presentations was also recognized as a model for other companies. The campaign exemplified how TikTok's culture could be leveraged effectively for advertising, and its influence continues to ripple across the advertising industry.

The Greatest Innovative award was granted due to the campaign's exceptional ability to tap into fan psychology; audiences desired to share intimate moments, like the idols' sleepy faces, prompting an organic spread of content via UGC (user-generated content). The campaign's nuanced detailing, such as the clever manipulation of broadcast length and timing, showcased sophistication in execution.

The TikTok Ad Awards 2025 Japan aims to celebrate creativity that impacts business and society through compelling advertising campaigns. This year, the verdict focused on the strong business impact created by unique TikTok advertisements, highlighting creative achievements through five distinct categories.

About I-ne

Founded in March 2007, I-ne aims to provide innovative beauty solutions with various brands, including BOTANIST, SALONIA, and YOLU. With its headquarters in Osaka, Japan, I-ne is paving the way for the future of beauty products.
Website: I-ne
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