Hearst UK: Leading publisher pivots quickly after pandemic lockdown to offer first-ever virtual shopping event

When the global pandemic hit in 2020 and large gatherings were suddenly cancelled, Hearst UK’s events division was faced with a huge challenge: in under two weeks, create a first-ever virtual shopping experience to replace the company’s popular live shopping event, the Spring Country Living Fair.

To create consumer awareness and excitement about the new online event – and to drive registrations – the publishing giant turned to Selligent for support to:

• Implement a successful campaign across email, social media, web, and video, registering 9,500 shoppers in just two weeks
• Generate a huge volume of views to the fair’s shopping pages during the event, with 50% of all registered shoppers purchasing
• Develop a go-forward plan to monetize virtual events, with rich insights making this an additional revenue stream for Hearst