Facebook first for Littlewoods

Littlewoods.com partnered with its celebrity “brand ambassador” Laurence Llewelyn-Bowen to broadcast a live and interactive TV show via Facebook and on mobile devices. The show, broadcast on Wednesday, 13th June, featured Llewelyn-Bowen’s new autumn/winter collection.

More than 4,000 people streamed the one-hour show, 3,800 entered competitions and parent company Shop Direct estimates the brand’s reach via Facebook increased by more than 5,700 percent to 4 million people.

The social activity meant the launch of LLB was the most successful unveiling of a home and living range in Littlewoods’ 80-year history—the first week of sales beat the department’s previous record by 292 percent.

Following the live broadcast, which Littlewoods called a “UK retail first”, Shop Direct said it is exploring the possibility of rolling out Facebook programming to its other brands including Very.co.uk and Isme.com. It is already planning its next Littlewoods Live broadcasts for Christmas 2013.

Dot.talent, which specialises in commercialising branded content within social-media channels, was commissioned to produce the format.