1.Think like an entertainer to engage your audience
As an Endeavor company, 160over90 can lean on IMG and WME, for whom Charlie Chaplin was a founding client, to draw upon decades of entertainment and live production expertise to support our clients. Because instead of seeing live streaming as digitally upgraded experiential marketing, it is important to see the work more as Live TV than marketing. Ask yourself: what would make for an interesting ‘show’ and convey the messaging of the new product while keeping our viewers entertained and engaged?
2. Don’t forget the role of the brand
For the Paco Rabanne livestream, gift boxes were delivered to guests in advance containing the new fragrance and ingredients for the cocktail-making masterclass that would form one of the segments of the show. Recipients were asked not to open their package until invited by the show host, thus building anticipation and delight as the new fragrance was revealed. They could touch, smell and share reactions to the product while asking questions. This then led onto a segment with the brand’s fragrance expert for a deeper dive into its notes and inspiration.
3. Play to your audience
Understanding the target audience is key, both primary, our guests, and secondary, their readers or followers. Rather than starting with the product or brand story, focus first on content that will entertain them. Keep segments short and diverse to prevent digital fatigue and wandering attention. Ensure that the content is relevant not only to the guests, grooming press and influencers in the Paco Rabanne case, but will also resonate with the end-consumer. In our case, the 1 Million Parfum was targeted at Millennial/Gen Z males who are passionate about music and aspire to a ‘bling’ lifestyle. Our content was selected to appeal to them.
For a premium user experience, we created a customised Paco Rabanne branded web-page as our live-stream interface. A chat window enabled them to interact with fellow guests, the brand and on-screen talent. The audience was highly engaged, averaging one post every 15 seconds.
The type of interactivity you want your guests to experience will determine the best platform for your livestream. Do you want guests to be able to talk to each other? Do you want the host to be able to respond live to incoming questions? We assessed the myriad of solutions currently available and chose the best one for our small, private livestream event of 50 VIP guests. There are many inexpensive options available, meaning more budget can be earmarked for production on set.