San Mateo, California-based Firework, in partnership with The Fresh Market, has been recognized with the Best Live Video Strategy Award at the Digiday Video and TV Awards. The partners were awarded for their Thanksgiving Video Commerce Campaign, the duo’s livestream and shoppable video campaign.
“Firework takes great pride in helping forward-facing brands like The Fresh Market bring their video commerce vision to life,” said Yifan Wang, global head of operations at Firework.
“We understand that this is a new medium to many. That’s why we have a team of experienced strategists, planners and producers to work with brands on their terms and to ensure success from start to finish. By providing the right combination of tools, technology and creative services, Firework enables all of its customers to successfully deliver on their video commerce strategy, regardless of scope or scale.”
At the heart of the video commerce campaign was a 45 minute livestream cooking demonstration hosted by celebrity chef, Anna Rossi. The event was held on Nov. 3 and hosted on The Fresh Market’s website. The live event brought in 7,140 viewers, while an additional 743,698 viewers watched the on-demand replay, which remained available through Nov. 21.
Using Firework’s video commerce technology, viewers could shop within the live and on-demand video modules, adding items to the cart as Rossi introduced them, and purchasing an entire, ready-made meal kit, including all the ingredients for the entire Thanksgiving feast.
Firework also boasts a Creative Services offering, a team of experts that helps brands become fluent in the language of livestream shopping and shoppable video. Firework Creative Services helps brands with a variety of fully managed and consultative support, including creative and content strategy, activation training, casting, creative development, ongoing optimization strategies and full video commerce production.
“Firework is so much more than just another SaaS platform,” said Kevin Miller, chief marketing officer at The Fresh Market.
“They are a true partner in video commerce content creation. Livestream shopping and shoppable video are still entirely new media for most organizations. But, with Firework’s white-glove, end-to-end service, any brand can create award-winning video commerce content that drives real, significant business value, all with minimal onboarding and lead time.”
The Digiday Video and TV Awards program recognizes the companies, campaigns and technologies modernizing video and TV. New to the program this year, the category of “Best Live Video Strategy” recognizes the live video strategy that has successfully achieved its set goals.