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P&G innovate cooperation model in e-commerce livestream

Disclaimer: The views, suggestions and opinions expressed here are the sole responsibility of the experts. No ZEX PR Wire journalist or Editor was involved in the writing and production of this article.

In April 2019, with its diversified brand power, rich products and extraordinary product quality, P&G positioned itself ahead of the pack as the leading enterprise to enter a strategic partnership with top Taobao livestream KOL Viya, signing on her as P&G Global Hot Products Promoter. On the livestreaming day, Viya was awarded the “Social Marketing Special Contribution Award” by the China Advertising Association for her role model in the e-commerce livestreaming industry.

Livestream2.0 is not just about driving sales, but represents an upgrade in new product incubation and branding. Last year, P&G brands including Pantene and Whisper chose to launch key new products via livestreaming, with great success. This “VVIP2.0” exclusive livestream also features a number of new products launches, creating much excitement among viewers. As collaboration between brands and livestream KOLs push beyond driving sales into co-creation of content, significant new opportunities will open up outside the livestreaming room. 

This partnership between P&G and Viya is not just delighting consumers with compelling content, but breaks new ground for brand-influencer relationship in e-commerce livestreaming. Only by embracing new technologies while using data analysis and expanding social platforms, P&G could develop more innovative marketing and cooperation models.

SOURCE P&G