CASE STUDY • LIVE-STREAMING
How Chain Social Took Their Career Girl Era Masterclass
To A National Audience
Chain Social is Australia’s leading brand and digital marketing agency for fashion, beauty, and lifestyle ecommerce brands. In November 2023, they took over The Edge at Federation Square in Melbourne for a three-hour career-accelerating masterclass, the Career Girl Era.
CEO and Founder Shelby Van Zwol, alongside ex-Head of Social at MECCA Jessie Wright, shared their accumulated expertise with 450 in-person attendees. But Chain Social wanted to reach more than the room could hold. They needed a live stream that could take the event to a national audience, and keep it exclusive.
CLIENT
Chain Social
YEAR
2023
LOCATION
Federation Square, Melbourne, Victoria
SECTOR
Corporate Event
SERVICES
Live-Streaming
THE CHALLENGE
Sell tickets twice.
The Edge holds 450 people. Chain Social’s ambition was bigger than that. A live stream would allow paying attendees across Australia to access the masterclass in real time, creating a second revenue stream alongside the in-person ticket sales, and a third through post-event recording sales.
The challenge was keeping it exclusive. A standard live stream link can be shared with anyone. For a paid event built on the value of proprietary knowledge, that was not acceptable. Every person watching online needed to have purchased a ticket. No exceptions.
The production also needed to handle a mid-event intermission cleanly, maintaining a professional broadcast experience for online viewers during the break.
THE sOLUTION
Pay-per-view, secured at the device level.
We recommended Zoom Webinar as the platform for the live stream, giving Chain Social full control over who could access the broadcast. Attendees registered and paid via Eventbrite, then received their unique Zoom webinar login details by email.
To prevent link sharing, we disabled the allow participants to use multiple devices setting within Zoom. A single registration could only be used on one device at a time, making it technically impossible to share access with non-paying viewers.
The production itself used a two-camera setup: one wide angle capturing the full stage and audience environment, and one tight angle focused on the presenters. The combination gave online viewers an immersive experience far beyond a static single-camera broadcast.
Hold slides were integrated into the stream during the intermission, maintaining a polished broadcast feel throughout the break rather than leaving viewers with a blank screen.
THE RESULT
450 in the room. Hundreds more across Australia.
The Career Girl Era masterclass delivered on every level. Shelby and Jessie shared their expertise with a sold-out in-person audience at Federation Square, while hundreds of additional attendees joined the live stream from across the country.
Chain Social generated revenue across three separate income streams, in-person tickets, live stream tickets, and post-event recording sales, from a single three-hour event. The secure pay-per-view setup meant every dollar of that additional revenue was protected from day one.
MOVING FORWARD
A fellow Peninsula business, doing things properly.
Chain Social are a Mornington Peninsula business like us, and there is a particular satisfaction in helping a local brand take their expertise to a national stage. We look forward to continuing to support their major events with live and on-demand coverage as they grow.
WORK WITH US
Ready to take your next event further?
Whether you need a one-off broadcast or an ongoing live production partner, start with a conversation.