Breast Cancer Care, the UK’s leading breast cancer support charity, partnered with Grabyo to live stream its annual fundraising fashion show to Facebook Live for the very first time, generating 25,000 views and 5,000 engagements within its hour run-time.
Broadcast on Facebook Live, Breast Cancer Care made use of Facebook’s native donate button, providing a seamless way for viewers to donate to the charity. Grabyo is directly integrated with Facebook Donate and has been previously used in charitable campaigns by FC Barcelona, Andy Murray and Convoy For Hope
The event, hosted by Claudia Winkleman in the afternoon and Victoria Derbyshire in the evening, featured 31 courageous models, all of whom have had a breast cancer diagnosis, to show that you can still look amazing and feel fabulous. The event also included performances by Alexandra Burke and The Overtones.
By live streaming to social media, Breast Cancer Care was able to reach the engaged audiences of social video. Social media users are consistently watching more live video for longer on these platforms.
Social media live streams bring communities together; audiences can interact with one other while watching to share their thoughts and discuss the video they are watching, which creates a more memorable experience, leading to longer watch times and increased participation with the content.