FabFitFun: Branded Live Broadcast
The fine lines between selling, guidance and entertainment are being blurred, with brands now behaving like media entities to stand out and provide a more engaging route to consumption. Tapping into this trend, US beauty, wellness and athleisure subscription box FabFitFun (FFF) has launched a shoppable live show on Facebook to generate more digital interaction.
Running for two weeks until October 5, FFF Live airs daily between 11am and 1pm and is available to all active Facebook users. Marrying commerce, entertainment and content (see Contextual Commerce for more), the schedule ranges from expert-led advice and educational sessions, to QVC-style product showcases and entertainment.
Industry experts explain how to use beauty products, while hosts demo items from the current Fall Edit box, with viewers able to interact with them in real time via the comment section. Viewers can also win prizes via a game show titled The Fab Challenge – such as Win in 60, where a caller has 60 seconds to match the right price to a corresponding product. If they match all five, they win all the prizes on display.
The launch ties closely with the brand's ongoing content creation strategy. This already includes a series of Founder Chats with partner brands, hosted by FFF co-founder and editor-in-chief Katie Rosen Kitchens; and an exclusive members TV channel (updated monthly) on FFF's website, where subscribers get on-demand access to fitness tutorials from LA's top trainers. See also Subscription E-Tail Gets Experiential.
The show will return in Q4 with the release of the winter subscription box and an updated schedule, which will be altered according to consumer feedback gathered from the beta launch. See also Retail's Brand Broadcasters, Interactive & Shoppable: Live Video Shopping Platform and Monetising Social Media '18: Five Trends.