Outdoor Concept: How we introduced 400 products in 2 live streams

We prepared two live streams for the Pilsen company Outdoor Concept. Both were a presentation of new collections and products of well-known outdoor brands. In the first live stream, we showed Hannah and Rafiki, i.e. Outdoor Concept's own brands. In the second live stream, we presented the client's distribution brands – Keen, Garmont, Osprey, Tatonku, Smartwool, Saxx, Julbo and Matt.

‍

‍

The original motivation for organizing the live stream were restrictions during the covid-19 pandemic, which prevented the client from holding the usual sales meetings. As a result, the whole project was much more complex and in addition to the product presentation itself, we also presented Outdoor Concept customers with the development cycle of products, introduced brand ambassadors, and recorded several interviews about individual brands.

What did the script look like?

1. Introduction

2. Interviews about brands, their history, the development of the current market position and marketing strategies. We put great emphasis on the content of interviews and the selection of experts who commented on the individual topics. In addition, we supplemented the interviews with illustrative materials (photos, videos, infographics) in order to present the brand and its philosophy as best we can.

3. For Pilsen brands Hannah and Rafiki, we have prepared several short reportages on the creation of design and production of products. We guided the audience through the entire production process, from the first designs to prototypes, and at the same time we introduced them to the specific people behind development and design.

4. The next part of the live stream was about technologies used by individual brands. We introduced the technologies theoretically and in practice, using simple field tests to make the overall impression of the product as comprehensive as possible for our viewers.

5. The leading stars of the live streams were product videos.

• For the presentation of clothing, we built a catwalk and showed individual products on models in motion (which is crucial for outdoor clothing) and in detail.
• For shoes and backpacks, we created a test walk about 10 meters long, to show the audience how products behave in a real environment – in water, on stones, when ascending and descending the rubble, etc.
• For other products, we created thematic environments according to their type – we used product tables, shelves, mannequins and we introduced the products in an interview with the brand managers of individual brands.
• In product shots, we focused mainly on the design and processing of products. We used several technologies to shoot them, including a robotic arm, drone, etc.
  

6. We followed by reportages and interviews with brand ambassadors, who talked about their activities and projects relevant to products, and we added some practical examples of use – eg., during the presentation of climbing equipment, we filmed climbers on an artificial wall.

What did we have to keep an eye on?

Many things. Due to the complexity of the content, the large number of locations and the extensive product portfolio, we recorded the live stream in advance and prepared it before broadcasting. However, in order not to lose interaction and connection with the audience during the broadcast, there was a live chat with hosts during the whole stream. They answered questions from the audience and added extra information to the live stream.

‍

‍

At the end of the live stream, we introduced channels where viewers can watch the whole live stream content or its parts at any time.

We supplemented the individual parts of the broadcast with infographics, illustrations, photographs and a musical background so that the video was visually attractive and did not bore the viewer for even a moment.

We also created a story line for each stream, which connected the individual parts and the viewer had a reason to watch the broadcast from beginning to end. For Hannah and Rafiki brands, we chose a documentary form: it began with the establishment of the companies and ended with the presentation of the current collection. It also contained behind the scenes footage from the shooting and preparations. For distribution brands, we created a large test studio with several scenes, where we not only presented individual products but also tested them.

The live stream had a host.

‍

What was the result?

We have created our own channel for Outdoor Concept on YouTube. After the broadcast, we divided the live stream into thematic sections and uploaded it separately on YouTube. We created playlists with interviews, tests, product videos, videos introducing technologies, etc.

And the best part? The client continues to use individual videos from live streams on Rock Point e-shops, on social networks and in other marketing communication. We retroactively modified the parts of the live stream into several versions to be relevant for both B2B and B2C customers. This created material that will be used for at least two more years.

During the 2 streams, we introduced the audience to approximately 400 products – each of which has now a separate video. A lot of material was created for individual brands, too.

Each stream – from concept through post-production to broadcast – was created in about 6 weeks and was carried out by our in-house team of 10 people.