Pillsbury, a General Mills brand, approached us looking to pioneer a truly unique and innovative content-meets-commerce shopping experience that would seamlessly drive conversion at retail.
Add-to-cart rate on the day of the stream
Add-to-cart rate from social posts following the event
Media Spend
The intent of the project was to create the first known recipe livestream with retail commerce built-in while being simulcast on multiple social channels at once. The customer journey would flow from the livestream on Instagram or TikTok to Hyphen with a seamless, quick option to add-to-cart and checkout.
When sourcing talent, finding an influencer with a large and engaged audience that matched Pillsbury’s core consumer was paramount. In a consolidated lead-time, we helped find the best possible match so the event was setup for success.
Our team conceptualized the livestream concept, and produced the event during which the influencer received a mystery box containing Pillsbury items along with complementary and surprising ingredients, and was challenged to come up with an inspired recipe in under 30 minutes. In addition, she spoke throughout about how Pillsbury Crescent Rolls are one of her favorite ingredients for quick and easy meals.
Consumers were able to click through to the Hyphen shop from the livestream, where all recipe ingredients were available for easy checkout at Walmart, Target, or Kroger. All ingredients could be added to cart in one click and the order finalized at their preferred retailer.
“Leveraging Hyphen shoppable technology (via The Stable), we provided consumers a first-of-its-kind, 1-click purchasing experience — Delivering a frictionless path from live content to retail check-out, adding another expanded capability in our suite of social commerce tools.”
Carter Jensen, Ecommerce Senior Manager at General Mills
