A recent McKinsey study ranks Brazil as the second-largest country in live commerce, live interactions, and live sales. It’s second only to China, which accounts for nearly 20% of digital sales through live commerce.

Given this data, Rede Gazeta decided to assemble a team to conduct experiments with live formats. One of the proposals of this new format is interactivity, bringing new possibilities for connecting with our audience.

During the project’s development, we conducted detailed surveys with our audience, interviewed customers, and spoke with market experts. Our goal was to create a new advertising format that would add value to the audience’s experience, connecting influencers and users through an interactive platform capable of collecting data, generating insights, and facilitating the purchasing journey.

Changing access for advertisers

To make the experiment viable, we selected strategic partners. We developed an MVP in collaboration with the production team of the TV programme, “Em Movimento” (On the move), aimed at local audiences.

While the programme — which talks about tourism in Espírito Santo — aired, we made a QR code available on the screen. That led to a chat room where viewers could talk to each other and also to the presenters.

Espírito Santo is a Brazilian coastal state that, despite this, has no tradition of exploring nautical tourism. We prepared a report that showed the potential that Espírito Santo could explore and offered a nautical tourism company the chat advertising space during the broadcast of the report that talked about speedboat trips. 

As soon as the test aired, we began analysing user behaviour and identifying opportunities for improvement. With each round of testing, new insights emerged, allowing for constant adjustments to align the format with both audience expectations and business partners’ needs.

How it worked

The QR code that invited the audience to chat was on display for just over 10 minutes on TV, during the showing of content about the potential of nautical tourism. From the moment it was shown, the chat was available for an hour, including receiving interactions after the TV programme ended.

During this time, more than 2,100 people entered the room, and more than 6,000 interactions were made. Of those, 130 people left their details for future contact about the offer and nine sales were made in the chat room, generating income of US$1,500 for the advertiser during the “live chat commerce.”

It is important to mention the value of the advertiser’s offer was significant (a private speedboat ride along the coast), representing almost a minimum wage in Brazil, which limited the target audience. On a second opportunity, the programme’s presenters wore shirts from a local brand with prints showing tourist attractions in Espírito Santo.

We closed the same partnership model with the shirt brand, and they were able to offer their product in the chat using the e-commerce model. More than 1,100 people entered the chat and 55 sales were made, totalling 111 shirts sold in the space of 30 minutes. The partner obtained revenue of US$1,000 from this sale, which represented 5% of his revenue for the month.

With the adjusted format, we achieved the following average results:

• Live length: one hour.
• Lead conversion: 30.7%, indicating a strong ability to attract contacts.
• Conversion rate: 5%, a positive result for an experiment.
• Lead conversion to sales: 16.2%, indicating a good approach.
• Audience retention during the live stream: 11.7%.

The proposal for a contextualised media format was very well received by Rede Gazeta’s clients. One of the aspects that most caught their attention was the possibility of real-time purchasing, as the conversion rate during a live stream can be up to 10 times higher than that of traditional e-commerce.

With these results, it was clear live commerce is aligned with influencer marketing trends and represents an innovative solution for the company’s portfolio.

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