Sofa-in-a-box brand Snug continued to pioneer the fast-growing live shopping phenomenon with its latest live shopping event in April.

The hybrid event, which was in-person and livestreamed, is Snug’s most recent marketing innovation in the social commerce space which, according to a YouGov survey, has helped the brand boost its awareness across Great Britain +1.2% since December 2021.

The hybrid live selling event, which featured noughties groups Blue, Five, and Blazin’ Squad, to appeal to Snug’s millennial consumer base, received more than 11,600 entries to win tickets.

It took place in person as an intimate gig in London, which generated 100,000 impressions by users across social media on the night. Snug also hosted an Instagram Live Q&A for the boy bands afterwards and garnered over 700,000 views across its stories and posts on its Instagram and Facebook channels. The top-selling product of the evening was Snug's Instagram-favourite Cloud Sundae two-seater sofa in midnight blue.

This initiative buillt on the success of Snug's Q4 live selling event, which featured Katherine Ryan.

Snug says live shopping continues to be a fast-growing part of ecommerce strategies in China, and is rapidly gaining pace in Europe and North America. Previously considered to only be popular with Gen-Zs and millennials, it has started to attract middle-aged and older audiences, too.

Rob Bridgman, founder and CEO of Snug, says: “More than ever, retail must evolve to embrace the experiential and entertaining elements of the online world, to capture new audiences and replicate the way that people consume media. At Snug we see an opportunity to be more than just an ecommerce brand – we want to genuinely engage and entertain consumers. Continuing to pioneer live shopping in the UK market is a great way of achieving this – our latest hybrid online and in-person event enabled us to show Snug’s personality and connect with our customers in a fun, unique, dynamic way.

"We loved seeing our special guests ‘Get Down on It’ and ‘Keep on Moving’ like it was the noughties all over again.”

Snug reported record sales of £31.6m for 2021, a +340% increase YoY.