Page 96 - THE LIVE STREAM MANUAL ONLINE PRODUCT SALES

Polls, sponsored content, and dynamic advertisements were utilized to boost in-store and online

conversions, while the livestreamed event—hosted on Facebook Live—allowed customers to
place purchases using the "Comment to Message" tool, which instantly opens a Facebook

Messenger chat anytime someone comments on the livestream.

The campaign produced more than one-third of the brand's annual sales and achieved a:

• Increase of 23 points in brand awareness among Australians aged 35-44.
• KitKat Chocolatory's buying intent increased by 2.2X; and

• KitKat's Australian website saw a threefold surge in internet sales.

CASE EXAMPLES: INFLUENCERS IN THAILAND:

Example 1:

With its offer of deals, contact, fun, and value to customers, as well as the opportunity for
businesses to earn large cash, it's no surprise that livestreaming on social media is so popular.

There is money to be made, as famous Livestream merchant and well-known YouTuber

Pimradaporn "Pimrypie" Benchawatthawat affirms.

Pimrypie sells tens of thousands of items within minutes each time she appears in front of a camera.
Each "live" represents the sale of over a million goods. She stated in a video clip broadcast earlier

this month that she previously got orders for 10 million products. The almost 20-minute film takes
audiences on a visit of her billion-baht warehouse, which has a diverse selection of items ranging

from her home brand Nam Para (fermented fish sauce) to the costliest imported perfume.

Her YouTube channel "Pimrypie Sells Everything" (Pimrypie Kai Tookyang) has over 6 million
subscribers. Thousands of spectators and dozens of comments are generated for each live sale.

She's so popular that she has a live audience of over 20,000 eager purchasers even in the middle

of the night. Her YouTube channel has almost 5 million followers (“How Live Streaming Is
Transforming Shopping in Thailand,” n.d.).

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