Influencer marketing company Gushcloud International has partnered automotive marketplace Carro to hold a livestream commerce session hosted by its influencers, Singaporean rapper, actor and radio personality Sheikh Haikel and actress Anna Belle Francis. Actress Elfaeza Ul Haq also joined the hosting team for the session. Held over Singles’ Day this year, the live event was hosted on Facebook Live, and saw the two companies successfully selling a Toyota Wish worth SG$61,000- it being the first car both companies have sold through a social media livestream event.
According to Althea Lim, group chief executive officer of Gushcloud International, live commerce is the future for influencer marketing. She added that this new marketing strategy will make a world of difference to a business’s exposure in the future, and she foresees more brands following suit.
Lim also said that Gushcloud International will continue to invest into building the next generation of live commerce hosts within the current generation of influencers on multiple social media platforms such as Facebook and Instagram, as well as eCommerce platforms such as Shopee and Tokopedia. Gushcloud has also recently made efforts to expand into the podcast scene, launching a new content channel on YouTube titled The Backstage Bunch, which focuses on building up the next generation of talkshow and podcast show hosts.
“This collaboration between Carro and Haikel’s ‘House of Deals’ exemplifies that having the right digital platform, the right influencer or talent that can engage with audiences and give them trust, any brand can be sold on live commerce,” she said.
Based on the statistics, the live commerce show was estimated to have reached almost 15,000 people organically and the Facebook post garnered more than 8% of engagement, which is by industry standards considered high. Tracked social media data showed that Carro experienced a threefold increase in inbound traffic to the company’s car buying website pages compared to the same day in the previous week as a direct result of the increased exposure. This upward trend continued for several three to four days post the livestream session, indicating sustained interest.
To replicate a conventional physical car viewing during the show, the hosts provided close-up exterior and interior views of the cars, tested and demonstrated the vehicles’ features, reviewed important details such as age and mileage. They also interviewed Manisha Seewal, group CMO of Carro, who was also on site. During intervals, the team held live giveaways of free car servicing sessions by Carro to further drive engagement up.
According to Seewal, Carro has noticed that social commerce and livestreaming are striking chords with consumers since the pandemic began, and it thus decided to see if Singaporeans are ready to purchase big-ticket items such as cars through such channels. She added that Carro will continue to build on this experience and experiment further to determine if social commerce can be a permanent sales channel for the company.
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