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
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.
“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