Pampers is due to livestream an online TV show to its UK & Ireland Facebook page tonight.

The brand has built a dedicated event tab to host this, but will also stream Sleep WebTV live into the wall on the events page via an embedded player – something that’s believed to be a UK first.

Built by markettiers4dc, it features a ‘submit a question overlay’ – meaning that viewers will be able to ask questions easily from within the player.

The session features baby sleep expert Wendy Dean, who’ll be sharing her advice with those watching.

P&G UK marketing innovation manager Ben Tatlow said that this is the first livestream the company has run within a social media platform in the UK.

It is exciting to be able to test and learn this new approach of providing streamed content not only to our core brand fan bases, but also to our wider target audiences through live streaming through Facebook ads. We look forward to piloting similarly innovative projects in the future.”

Streaming live into an event tab adds a new level of engagement to Facebook-based activity, since it allows a brand to invite its community to join the event – while providing a permanent reminder that it’s happening.  

Russell Goldsmith, digital and social media director at at markettiers4dc explained that as far as he’s aware, this has never been done before within the UK. 

While brands have streamed live into a tab, we don’t believe they have streamed live into the wall, and certainly not where viewers can send in questions to the live event through the video player.”

He added that an additional benefit of hosting a webchat via Facebook is that you get an instant idea of how popular ait will be, bearing in mind that the vast majority of views always come afterwards, on-demand.

Already we can see in Pampers’ case that 876 people have said that they’ll be attending, which is great.”  

P&G will be running a video ad campaign within Facebook to drive more views over the two-hour period that the show airs.

Clicking one of the ‘watch now’ style messages in the right-hand column on Facebook will open a lightbox, with the player embedded, which will also feature its own mini wall. This means that P&G will be able to compare engagement according to viewers watching and commenting from within its page, to those clicking on an ad.

This is a proof of concept project for P&G, but Goldsmith says that he already believes it will be successful based on engagement levels from other client projects. 

He also quotes stats from Facebook that suggest a brand only reaches 17% of its community with a simple wall post, since posts that friends’ have commented on or liked are more likely to be given top billing. It’s harder than ever to ‘be seen’ without paying for it.

Therefore the solution is to create content that your community wants to engage with, be that click on, share, like, comment or whatever’s appropriate. Although I’m naturally biased, video is far more engaging, and it’s what people love to share and talk about within social environments.”