€270,000 in 20 min: POWER turned a live show into its best July day ever

The problem

POWER, one of the Nordics' largest electronics retailers, was preparing its biggest Nordic campaign to date: Jakten på Nycklarna (The Hunt for the Keys), a cinematic thriller mini-series aired on TV4 and other channels throughout July. Designed to build anticipation ahead of the campaign launch, the series raised one critical question: how do you turn weeks of storytelling into immediate sales, and keep customers shopping on POWER's own site.?

It's a challenge every retailer faces. Brand campaigns generate attention, but attention alone rarely drives purchases. TV builds awareness. The webshop processes orders. Bridging the gap between the two is where the biggest commercial opportunity lies.

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The solution: a live show to bridge the gap

On the Sunday evening before full campaign launch, POWER went live with POWER LIVE: a one-hour shoppable livestream, multistreamed simultaneously to Facebook, Instagram and their website.

Here, POWER gave viewers a sneak peek and a head start: everyone watching the live show got access to the deals first, before the campaign went live anywhere else.

The show was positioned as the resolution of the thriller series: watch live, get the deals first.

Hosts presented hero products, viewers commented and bought in real time, and the moment the show ended at 21:00, the full campaign was released online.

We didn't want another ad. We wanted to tell a story that led into the campaign, connecting brand and commerce in a way that directly drove sales.

Eddie Hernandez

Head of Marketing & eCommerce, POWER Sweden

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The format did three jobs at once:

• Converted attention into transactions. The audience and attention that the TV series had generated had somewhere to go, and something to buy, in the moment.
• Won on social and on POWER's own site. Multistreaming put the show in front of audiences on Facebook and Instagram, where engagement ran high, while giving every viewer a direct route to buy on power.se.
• Created urgency. A live, one-hour window with the campaign drop as the finale, generating €270,000 in the first 20 minutes alone.

The show was powered by Sprii's software, letting POWER multistream across all their channels with real-time chat and checkout built in, and produced using Sprii's turnkey.

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Inside the show

POWER LIVE was a well-planned, well-produced show, planned down to the smallest detail. Nothing about the hour was improvised. A live show that sells is not a camera pointed at products: it's a produced format with a run of show, an opening that hooks, a rhythm of reveals, and mechanics that turn watching into buying.

The show was made as a clear continuation of the TV series. It opened with a clip tapping straight into Jakten på Nycklarna, tying a month of episodes back into the night's broadcast.

On the live, hosts revealed the offers and demonstrated them, viewers reacted and asked questions in the chat in real time, and every product could be bought on the spot, without leaving the stream, through overlays and comment-to-buy.

The show was produced using Sprii turnkey, a full-service setup where everything from planning to production is taken care of, so the POWER team could focus on the deals and the audience rather than the broadcast itself.

The results

Not only was the show a success, it also generated massive results, with online sales more than four times higher than the same day last year.

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What it means

POWER Sweden's biggest online July day ever didn't come from the campaign alone. It came from opening the campaign with a live show that had sold €270,000 before a single offer went live elsewhere. By the next morning, Sweden alone had sold more online than POWER's markets in Finland, Norway and Denmark combined.

15,270 comments means the audience was not watching passively. They were asking questions, reacting and placing orders, participating instead of just watching.

Not only that, viewers racked up 2,060 hours of watch time during a single hour of broadcast, and 57% of it came from the 25 to 44 year olds every retailer wants to reach. In a world where brands are fighting for every second of attention, it really shows the power of Live Shopping.

Live Shopping has been talked about as a channel of the future for several years. Last night, we received proof that it works. €270K in 20 min speaks for itself.

Eddie Hernandez

Head of Marketing & eCommerce, POWER Sweden

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Why it matters for your brand

POWER going live proves what Live Shopping can generate. The model works end to end: content builds the audience, Live Shopping converts it, and your own site keeps the customer.

Thinking about getting started? Now's the time to do it. As Eddie Hernandez puts it, there's now black and white proof that Live Shopping works. It's no longer experimental, and it's time to take it seriously as a sales channel. The proof is in the pudding: more than €270,000 generated in 20 minutes.

Here are three lessons from POWER's night that work at any scale:

• Give people a reason to tune in. You don't need a TV series. A teaser, a live-only offer or a product drop does the job. What matters is that the show feels like an event, not a rerun.
• Let viewers buy where they watch. Multistream to social for reach and to your own site for the sale, so you never have to choose between the two.
• Make the live moment count. Deals revealed live and limited stock turn watching into buying, and the results land as numbers you can read the next morning: comments, watch time, traffic and revenue.

Want results like these? Contact us. We're ready to get you started.

Source: Power's press release