Sports icon to super mom: How Erin Andrews connects across touchpoints

From sports broadcasting to hosting game shows to connecting with millions of social followers, Erin Andrews has mastered the art of connection across multiple touchpoints. Now, as a new mom, she's bringing that multi-faceted perspective to live shopping on Amazon, where she recently collaborated with General Mills for their Back-to-School and Game Day campaigns.

"You have to be organic," explains Andrews. "Any time you're trying to sell a product or relate to a brand, it really has to fit with your life." This philosophy has served her well throughout her career, whether she's reporting from the sidelines or sharing everyday moments with fellow parents.

Erin Andrews in conversation with Wayne Purboo, VP of Amazon Shopping Video

The power of personal connection

For Andrews, storytelling starts with genuine product connection. "I'm not an award-winning actress," she shares. "You can basically see it all over my face when I'm not vibing with it." This commitment to authenticity resonated deeply with viewers during her General Mills collaboration, where she shared personal stories about growing up with their iconic brands.

"There were so many products they brought out that were so true to my childhood," Andrews recalls. "Now, as a new mom, you guys have the Annie's product which is all over my cabinets." This kind of genuine endorsement helps create trust with viewers, making the shopping experience feel more like getting recommendations from a friend.

Creating meaningful social commerce experiences on Amazon

What makes social commerce on Amazon uniquely powerful is its ability to combine authentic storytelling with real-time interaction and seamless shopping. During the General Mills campaign, Andrews brought her natural storytelling style to Amazon Live with co-hosts and fellow moms Angela Lauren and Brandi Milloy. Together, they created a community-driven shopping experience, sharing personal stories about morning routines, lunchbox wins, and game day traditions that resonated with viewers. This blend of entertainment, real conversation, and easy shopping helped turn everyday moments into engaging commerce opportunities.

Building connections across touchpoints

General Mills recognized the power of meeting parents where they are during key cultural moments like Back-to-School and Game Day. They leveraged Andrews' trusted voice across multiple touchpoints—including streaming TV, online video, Fire TV, Alexa, and display ads—all driving to a custom landing page promoting their “stock up and save” deal.

The results speak for themselves: The campaign drove a +37% year-over-year sales lift on the products included in the Back-to-School promotion. Furthermore, customers who watched both live shopping events showed a 7x higher purchase rate compared to those who watched just one event, demonstrating the power of consistent storytelling with multiple opportunities to engage.¹

Advice for brands

For brands hesitant about trying live shopping, Andrews offers straightforward advice: "Sit back and watch some of it. You have somebody telling you how it fits in their life, how their kids love it, how they use it. This is the way of the world now.”

Whether you’re a legacy brand like General Mills or a brand that’s new to live shopping on Amazon, success starts with finding the right voices who can connect with your audiences across touchpoints. As Andrews shows, when you pair genuine storytelling with strategic timing around cultural moments, the results speak for themselves.

Sources

¹ Amazon internal data, US, 2025.