Beekman 1802 is no stranger to a holiday marathon. Brent Ridge and Josh Kilmer-Purcell, founders of the world’s biggest goat milk-based skincare company, have been putting them on every holiday season for years, building excitement and driving holiday sales through 24-hour or even 12-day sales extravaganzas.
But they wanted to go bigger.
So in 2022, they partnered with Firework and Live Rocket to blend the in-person thrill of a holiday shopping pop-up at Live Rocket’s NYC studio in the Seaport with a livestream, shoppable digital experience to spur excitement in person and around the globe.
Live Rocket CEO Mark Bozek commented, “Wonderful things happen when you bottle the magic of the Seaport at the holidays with the in-the-moment excitement of a pop-up shop. Beekman 1802 was able to capture that magic and multiply it through a livestream holiday event that drew in thousands, drove conversions, and put their brand personality front and center.”
1. Blending the lines between in-person and online
Beekman 1802’s in-person holiday event had all the makings of a successful pop-up: But by extending that exciting in-person experience across the globe through a shoppable livestream, the brand was able to multiply its impact, drawing in thousands of online viewers and building a new level of engagement through real-time chat and interaction.
2. Superpowering sales in real time
The holiday livestream event, compressed to 90 minutes, compared to the brand’s previous 24-hour marathons, brought in an outsized wave of sales. In that short hour and a half, Beekman 1802 realized 51% of its sales for the day at the height of the holiday shopping season.
“Our viewership results are proof that the real time nature of the holiday livestream boosted excitement and inspiration for our products. For Beekman 1802, creating a community shopping event brought us closer to our customers and in turn gave them a unique experience with our brand.” David Baker, Beekman 1802 Chief Digital Officer
3. Rocketing past engagement benchmarks
With almost 20,000 total viewers, more than 18,000 viewer reactions, and over 100,000 minutes viewed, Beekman 1802 brought exponential reach to an already sensational in-person experience—and it resonated online. Beekman 1802 achieved a 3.25x higher average watch time, a 4.4x higher click-through rate, and a 2.4x higher engagement rate, compared to Firework benchmarks. And for Beekman 1802, that elevated engagement translated into conversions—the more viewers watch, the more minutes they watch, and the more engaged they are with the stream, the more Beekman 1802 is able to share its kindness-based products with the world.
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