April 25, 2022

TikTok Social Live Stream with Boots

BY London Filmed

April 25th, 2022

Overview:

Event type: Social live stream to TikTok

Live stream platform: TikTok & Instagram

Workflow: vMix > TikTok / Instagram

In the making: 1-month

Date of event: 17.02.21

Duration of live stream: 20 minutes

Company: Boots – 17 Cosmetics

Agency: Ogilvy

The project:

Boots re-launched their iconic makeup brand 17, targeted toward gen Zs, with a launch party at The Bike Shed in London with some of the capital’s best-known social celebrities and influencers. On the pink carpet, Tilly Ramsay hosted live from her TikTok channel, interviewing the guests, showing her 10.3 million followers around the party, taking a look at the new products, and chatting with the makeup artists.

Behind the scenes:

The client’s top priorities:

Tilly Ramsay was Boots’ roving TikTok reporter, covering the event to help her virtual audience feel part of the exciting 17 launch. As a social live stream direct to Tilly’s followers on TikTok and on Boots’ Instagram feed, it needed to avoid looking overproduced to achieve the lo-fi user-generated look of TikTok.

Challenges & solutions:

  • There was no set start time with it being a party and not knowing when the guests would arrive, so we had to remain flexible and ready to start shooting once Tilly arrived and the party was in full swing.
  • We only had a short window with Tilly and the other contributors ahead of going live to coordinate and choreograph the flow of the live stream to ensure everyone was aligned as to what was happening when.
  • One of the biggest challenges was that our live stream team had to set up our MCR (master control room) outside of the event area so that the space could be utilised for the experiential part of the event. This meant we had to produce the live stream with wireless cameras and set up an antenna in the room so we could run the camera feeds back to our live production unit.
  • As it was a live party, it was very noisy, we had multiple crew members and camera positions, and repositions, which meant we had to communicate through IEMs (in-ear monitors) and microphones in order to facilitate communication between our live stream engineer, crew & talent.
  • We accommodated last-minute requests from the client and weaved these into the live stream filming.

Client feedback:

review - ogilvy

Result:

Social live streams are becoming more popular for brands looking to unlock the potential of new audiences through influencer marketing. Authenticity is one of the key drivers behind brands opting for a user-generated feel. In order to deliver this sort of lo-fi mobile phone feel, we shoot in the native format of the respective social channel e.g. 9:16 for TikTok & Instagram. Typically this takes a crew of 6-8 to help choreograph and coordinate the run of show. There’s a lot of cameras, sound, and live production equipment needed in order to produce this type of content, which we’ve tried to help illustrate in our BTS video above!

– Nick Forster, Co-Founder London Filmed