How it starts:
The campaign began as a global initiative for Mother’s Day, with headquarters requesting a livestream interview featuring mothers in a flower shop. However, understanding the North American audience and platform behavior, we proposed an alternative approach — creating a short video ad first, followed by a livestream. This strategy was designed to build emotional connection through the ad and drive conversions through the live session, ultimately fitting the North American social media landscape more effectively.

The process:
On set, since the shoot was interview-based, I stepped into the director’s role to lead the conversations. I crafted and asked warm-up questions to help interviewees open up about their mothers and personal stories, capturing genuine emotions and natural reactions. This approach gave us strong, heartfelt material for post-production.

The follow-up livestream shifted focus toward promotion — highlighting the Mother’s Day deals and leading audiences to the campaign landing page. The real-time interaction added excitement and complemented the emotional storytelling of the ad.

The result:
The livestream reached up to 10K viewers on the day, and the combination of the ad and live session delivered strong overall performance. The campaign met stakeholder expectations and achieved the highest conversion rate among all Wondershare products participating in the Mother’s Day promotion.