Cath Kidston wanted to including their audience in the press launch of their Autumn/Winter range for 2017, bringing them closer to the action and giving them a sneak peek into the new collection.
With a highly targeted super-engaged audience on their Facebook Page, which has a following of over 616,000, users were able to join a live Facebook stream asking their questions to Cath Kidston spokespeople, plus special guests.
Brand ambassador Fearne Cotton was also on hand to host the exclusive first look – and bring a friendly, recognisable face to the stream.
Creative Nerds worked closely with the client on scripting, post copy and targeting, plus Fearne’s talent agency James Grant to facilitate the live broadcast, creating on-screen graphics including thirds, openings and straps, plus printed cue cards and other photography on site.
Going live for the first time, it was important for the brand that the content of the stream was engaging, and pushed users to the second part.
By teasing the new range, and not providing too much imagery, users flocked back to the second piece, giving them a live user base of over 2,000.
Over 190,000 users have now watched the stream, with an impressive percentage watching past the all important 10 second mark.
Two days before the live, we setup a Facebook Scheduler so that fans could subscribe to get an alert when the broadcast started, and to ensure they didn’t miss anything!
Filming output in a square format allows content to take up more screen space, plus looks far more native to the Facebook feed. Users were quick to engage, adding their comments in the build up to the live, plus once it had begun.
With a totally live output, it allowed for fans questions to be answered by Fearne and special guests as they were coming in. Our intuitive comments system allowed the presenter to easily grab approved comments as they were happening.
Backstage, the production team were hard at work ensuring a television quality stream, with multiple technical outputs to control. Mixing idents, openings, other shots and music over the live show allows an elevated, high quality stream – exactly what you’d expect from Cath Kidston.
The Facebook Live show was a huge success for Cath Kidston, providing an increased positive sentiment around the AW17 launch, plus creating a customer facing value to the important day.
Check out part two of the Live show below, and see for yourself the positive engagements and comments…