Today, we’re thrilled to announce our partnership with Firework, the world's largest livestream commerce and shoppable video platform provider. The partnership puts engaging video stories at the center of our ecommerce experience, offering shoppers a new dimension to connect with Outer and learn about our products.
We’re on a mission to help people live better outside; it’s why we created the OuterShell®, a first-of-its-kind, built-in cushion cover. Early on, we knew that static imagery could never truly capture the “aha moments'' behind our intuitive product innovations. We harnessed the power of video through viral product demonstrations on TikTok and Instagram, and drove massive engagement through an appearance on Shark Tank. Our partnership with Firework helps us take video content even further, redefining what furniture shopping can be online.
“Consumers have come to expect engaging, personal experiences from brands – extending beyond traditional social media,” said Outer CEO and co-founder, Jiake Liu. “As a category-leading company, we are charting the course for a new model of brand engagement where we build our community and audience on our own website, where we can truly differentiate the customer experience. We’re thrilled to kick off our annual Outer Week promotional event by partnering with Firework to offer shoppers a new level of connection and authenticity.”
McKinsey estimates that 20% of all online conversions will be driven by short and live videos by 2026. Firework harnesses this trend by humanizing the open web through short form, shoppable and livestream video experiences.
“Outer is forming a more authentic relationship with its customers through video and in doing so enhancing the experience on their site, where customers are in the mindset to shop,” said , Vincent Yang, Firework CEO and co-founder. “When Outer co-founder and Chief Product Officer, Terry Lin, explains why he invented the OuterShell® and demonstrates how it works, it’s relatable and personal. It’s a great example of how brands can bring the real people and stories behind their products to life in a way that strikes an emotional chord and builds community.”
About Firework
Firework is the global leader in humanizing the open web through short form, shoppable and livestream video experiences. Firework empowers the world's most innovative and exciting retailers, consumer brands, and publishers to build engaging video experiences on their owned and operated digital properties that bring new levels of authenticity and connection to their customers, translating into meaningful business impact. The company has raised over $235 million in capital to date. To learn more, please visit firework.com.