Case Study: American Girl boosts livestream engagement and product discovery with Firework

American Girl - Customer Case Study

American Girl wanted to own the digital experience for its 2022 “Girl of the Year” announcement and reach shoppers across its own properties and partner channels. To do this, the brand worked with Firework, using its video commerce and livestream technology through Spark Foundry and PopSugar to create a branded livestream experience.

Firework helped American Girl host a livestream with celebrity host Tara Lipinski, native social simulcasts, and replay distribution across publisher partners. The campaign drove strong results, including a 25% engagement rate, more than 250K live and replay viewers—11x above expectations—and an 11% click rate on pinned products, showing strong product discovery and purchase intent.

American Girl