While some brands pre-record Facebook Live segments, MeUndies scripted out the event in advance but did the whole thing live. Since the brand normally records 20 takes of a Snapchat story, it knew how difficult it would be the deliver a polished event live.
The entire marketing and acquisitions team showed up to help. Just three people manned the comments section to respond to the flood of responses to the event.
Despite the planning, MeUndies expected some hiccups with its live broadcast.
”Facebook Live is a scary product for brands, because it’s not something where you can plan out every detail and have it go perfectly. This is live and raw,” Pink said. “We are not afraid to show our imperfections. Because we are young and small, [customers] don’t expect us to be perfect.”
While some brands like Birchbox have also experimented with Live, the field isn’t crowded yet. Pink noted that large brands may not tolerate the imperfections that come with a live broadcast and adopt a wait-and-see approach with the platform.
By experimenting with Facebook Live ahead of the pack, MeUndies hopes it can establish roots early in a high-performing channel.
Three years ago, the company started podcast advertising when few brands advertised there. Podcast ads remain its No. 1 marketing channel, and “Facebook is a close second,” Pink said.