Firework is delighted to announce that it has been awarded the Best Live Video Strategy Award at the 2023 Digiday Video and TV Awards, in partnership with The Fresh Market.
The Digiday Video and TV Awards program recognizes the companies, campaigns, and technologies that are modernizing video and TV. This year, a new category was introduced: ‘Best Live Video Strategy,’ which recognizes the live video strategy that has created the most impact.
The win is attributed to the highly successful and engaging 2022 Thanksgiving Video Commerce Livestream Campaign, which is also considered The Fresh Market’s most successful livestream and shoppable video campaign to date.
The 40-year-old specialty food retailer continually strives to supercharge its customer engagement across physical and digital touchpoints, and foraying into video commerce was a natural extension of its digital transformation efforts.
Firework’s association with The Fresh Market began in 2021, and since then the two partners have collaborated on new ways to place The Fresh Market at the forefront of customer centricity through shoppable and livestream video.
The brand embraced video commerce by introducing short-form videos on its website which resulted in a massive uptick in engagement rates for videos by 113% and session time by 115%. Building on its viewers’ receptivity to video content, the brand has since then executed seven moment-specific livestream events, like its 40th birthday, Thanksgiving, the Holiday season, and Valentine’s Day.
The Fresh Market further dialled up its video strategy for its shop-while-you-watch Thanksgiving video campaign held on November 3rd, 2022, and hosted on The Fresh Market’s flagship website, TheFreshMarket.com.
The brand collaborated with celebrity chef, Anna Rossi, for its forty-five-minute livestream cooking demonstration. Using Firework’s video commerce technology, viewers could shop within the live and on-demand video modules, adding items to the cart as chef Anna Rossi introduced them, and even purchasing an entire, ready-made meal kit, including all the necessary ingredients to whip up Chef Rossi’s entire Thanksgiving feast.
The Fresh Market’s Thanksgiving Livestream effectively brings inspiration and action together for a better shopping experience
The event drew 7,140 unique viewers to watch the event live, while another 743,698 viewers watched the on-demand, shoppable replay, which remained available through November 21, 2022.
Firework’s industry-leading technology, coupled with the expertise of the Creative Services team has been instrumental in enabling The Fresh Market to scale and succeed in its livestream endeavors.
Firework Creative Services is adept at creative and content strategy, activation training, casting, creative development, ongoing optimization strategies, and full video commerce production.
This recognition stands testament to the potential of video commerce in creating transformative customer experiences as well as moving the needle on business metrics that matter. The Fresh Market’s win will undoubtedly inspire other brands to explore the possibilities of livestream video and create exceptional customer experiences.
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