The broadcast, which went by the name Power Live, was streamed simultaneously on Facebook, Instagram and the company’s own e-commerce platform for one hour. Of the total viewing time of 2,060 hours, a majority was recorded on Power’s own website.
Liveshopping has been talked about as a channel of the future for several years. Last night, we received black and white proof that it works – three million in 20 minutes speaks for itself. The fact that our customers also chose our own site is an important insight. It shows that consumers are ready to leave social platforms to make purchases directly from the brand, provided the content is engaging enough, says Eddie Hernandez, Head of Marketing & E-commerce at Power Sverige.
The live broadcast was the culmination of the marketing campaign Jakten på nycklarna (The Hunt for the Keys), a multi-part mini-series that the company has shown on TV4 and other channels during July to connect content marketing with commerce.
We didn't want to make another advertisement. We created a story worth following and let the campaign launch be the resolution. The fact that this story can then be directly reflected in the sales figures is exactly the bridge between brand and commerce we wanted to build, continues Eddie Hernandez.
Engagement during the hour-long broadcast generated a total of 15,270 comments from viewers. Demographically, 57 percent of the total viewing time came from consumers aged 25 to 44, and just over half of the viewers, 55 percent, resided in the metropolitan regions of Stockholm, Västra Götaland and Skåne.
When the live show ended, the campaign was released in its entirety online before the stores opened on Monday morning. As early as 8:00 AM on Monday, Power Sverige measured online growth of over 400 percent compared to the same day of the previous year. The Swedish e-commerce is said to have sold more than the chain’s markets in Finland, Norway and Denmark combined during the same period.
It will be extremely interesting to follow today’s developments and see where we end up, but without a doubt the response from customers is incredibly positive, concludes Eddie Hernandez.