Think branded livestreaming is just a fad? Not so fast, say marketers from Tiffany & Co., Bud Light and Jose Cuervo.
For instance, on March 15, Tiffany & Co. digitally broadcasted an event with actress Zosia Mamet, actress, singer and model Zoe Kravitz and Annie Clark, the musician who’s also known at St. Vincent. The one-day activation, which used live-video software and hardware provider Livestream, garnered 4.7 million views in real time.
Livestream as a platform lets clients broadcast via social channels such as Facebook and Twitter while also letting them cut up video into small, snackable clips in real time. So Tiffany & Co. created 17 cut-ups during the event and shared them on social media, and then the luxury jewelry and specialty retailer created three recaps the next day. All told, the clips generated 23.9 million impressions.
“Generating nearly 24 million impressions means 24 million ways to connect with millennials,” said David Deal, a digital marketing consultant based in Chicago. “Tiffany has established a foothold that will allow the brand to do social media retargeting or display campaigns, especially with younger millennials. As the 20-somethings start making money and approach personal milestones, they will be more likely to think of Tiffany. The branding approach is smart. In particular, St. Vincent injects that indescribable element of cool into the Tiffany brand.”
Bud Light ran a multiday event in October on Livestream called Lady Gaga Dive Bar Tour in conjunction with the popular songstress. The endeavor got nearly 6 million views, said Jesse Hertzberg, CEO of Livestream. “Live video on social is especially convenient for alcohol brands because they can target by age,” he added.
For the Dive Bar Tour effort, Hertzberg’s team worked with Bud Light’s agency, Wieden + Kennedy, which had four producers on the project.
“I’m proud of of our collective effort,” said Nick Setounski, head of integrated production at W+K. “It was amazing to witness how much agency production capability has evolved in the past few years.”
Last year, Jose Cuervo’s 45-minute Cinco de Mayo concert starring singer SZA attracted 73,000 live views. While the tequila brand is still finalizing its Cinco de Mayo 2017 plans, it seems like a safe bet that live video will be a part of it.
Experience-Interaction, a creative strategy shop based in Brooklyn, N.Y., helped guide the Tiffany and Jose Cuervo endeavors with Livestream.
“With Jose Cuervo, we took what would have been simply an awesome 400-person, in-person offline event,” said Jesse Resnick, founder and CEO of Experience-Interaction, “and reached [tens of] thousands of consumers with a real-time event.”
Hertzberg’s team has other winning examples, as do his competitors such as Livecastr and Ustream. For example, Ustream worked with IBM Cloud Video and helped Mazda generate 390,000 live views of a new car launch.
Whether livestreaming marketing ends up as just a fad remains unclear. But for now, the results above suggest that the tactic has enough potential to warrant continued experimentation.
And it be might wise to listen to livestreaming early adopters like Rebecca Casserly, a London-based fashion blogger.
“I think it’s really important for livestreamers to have a website or blog to share their content outside of the platform where they create it,” Casserly told SmallBizTrends.com. “For instance, I usually embed my livestreams into blog posts where relevant.”