Rodan + Fields, one of North America’s leading skincare brand, faced a significant scaling challenge with their annual convention. With 300,000 consultants worldwide but venue capacity for only 15,000 attendees in Las Vegas, the company needed an innovative solution to expand their reach. Through a strategic partnership with Nomobo, we at George P. Johnson developed a groundbreaking Virtual Live platform that transformed their traditional business conference into a dynamic hybrid event. This digital transformation not only expanded their reach by 230% but also established a new paradigm for product launches and consultant engagement across international markets.
The Challenges
R+F’s rapid growth had created a substantial gap between their consultant base and their ability to deliver high-impact, in-person experiences. Their annual Las Vegas convention, while successful, could only accommodate 5% of their consultant workforce. This limitation posed risks to company culture, consistent training delivery, and product launch effectiveness as they expanded into Canadian and Australian markets. They needed a solution that could scale their event experience while maintaining the personal connection and excitement that made their in-person events so powerful.
The Solution.
The Virtual Live platform was developed as a comprehensive digital experience that seamlessly integrated with the physical event. The live streaming and on-demand TV show format featured celebrity hosts including Mario Lopez and James Corden, with surprise musical performances by artists like Meghan Trainor creating memorable moments. The platform went beyond simple video streaming by incorporating interactive elements that maintained the energy and engagement of in-person events. Digital attendees participated in spontaneous “chat parties” where they could network and build relationships. The platform featured surprise-and-delight moments, including random gift distributions and interactive surveys that appeared during sessions, keeping virtual attendees engaged and excited throughout the experience. These elements were carefully designed to ensure remote participants felt as valued and involved as their in-person counterparts. The platform also integrated seamless eCommerce capabilities, allowing consultants to immediately purchase newly launched products, transforming product education into direct sales opportunities.
The Results
The inaugural 2016 launch dramatically exceeded expectations, drawing 14,500 in-person attendees and an additional 56,000 virtual participants, demonstrating the enormous untapped potential for digital engagement. The platform’s success led to a complete transformation of Rodan + Field’s event and launch strategy, establishing a new digital-first approach that significantly reduced the costs associated with regional product launches while increasing their effectiveness. The platform’s legacy extends far beyond its initial convention purpose, becoming an integral part of R+F’s business operations. It has enabled successful market expansions, streamlined product launches, and created new revenue streams through integrated eCommerce. Perhaps most importantly, it solved the scalability challenge, allowing R+F to deliver consistent, high-quality experiences to their entire consultant base while maintaining the personal connection that drives their business. The platform’s success demonstrated how traditional business events could be reimagined for the digital age, creating greater reach, engagement, and business value while reducing operational costs and complexity.
