Case
Selling insights via a live streaming reality show for Pernod Ricard
China’s e-commerce live streaming inspired Pernod Ricard to activate the insights of a large study on Moments of Consumption (MOCs) with internal stakeholders.
How it started
Promoting a consumer-centric culture is a strategic brand pillar at Pernod Ricard. Following a comprehensive study on Moments of Consumption (MOCs) the CMI team of Pernod Ricard China faced a big challenge: how to present the insights – including 19 MOCs and 11 consumer segments – to a large and diverse group of internal stakeholders in a digestible and engaging manner?
How we inspired change
We borrowed the format of a reality show, infusing it with the dynamic style of live streaming e-commerce to create a unique and interactive experience. While the reality show format seamlessly aligns with the ethnographic content we wanted to share, livestreaming e-commerce enhances engagement. People can actively participate in the process, ask questions, get e-gifts and gain a deeper understanding of consumers.
Here’s how we approached this:
- Casting candidates for live streaming: We organised a casting, supported by our fieldwork partner, to find the perfect candidates for our reality show. The focus was on matching the MOCs with the right consumer segments.
- Storyline: We met with the selected candidates at the locations where they last experienced the assigned MOC to revisit those moments and bring the context to life.
- Involving the audience: The show was hosted on Vhall – a live streaming platform commonly used in e-commerce. Equipped with interactive elements such as virtual gift giving — a popular business model in livestreaming in China — and visual settings familiar to the audience allowed people to engage immediately without a learning curve.
How it lives on
Through this innovative format, we managed to keep 150 internal stakeholders deeply engaged for two hours – despite them suffering from online fatigue due to Covid. This resulted in increased interest and buy-in, ultimately promoting a more consumer-centric approach throughout the organisation.
In summary, our reality show proved to be a massive success, generating significant buzz and serving as a topic of conversation for many months to come.
“We received a lot of good feedback from our audience asking when to see the next episodes. Fun learning is a catalyst to consumer centricity and an evolving format is necessary to keep people engaged.”
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