Collaboration has always been key to growth, but understanding how to achieve effective collaboration can be a challenge. Walmart, the mega-retailer, has found a unique way to connect with shoppers this holiday season by launching a 23-episode series called “Add to Heart.” This romcom-inspired series aims to engage viewers in the holiday spirit while providing an interactive shopping experience. In this article, we’ll explore Walmart’s innovative approach to combining entertainment and e-commerce and how it’s revolutionizing the way consumers shop during the holiday season.
The Concept of ‘RomCommerce’
Walmart’s “Add to Heart” series is part of a larger strategy to create omnichannel experiences that bridge the gap between inspiration and purchase. The concept behind this initiative, which Walmart refers to as “RomCommerce,” is to integrate romance and commerce seamlessly. By combining the feel-good elements of a romantic comedy with a shoppable experience, Walmart aims to capture the attention and hearts of its customers.
The Plot of “Add to Heart”
The series follows the story of Jessica, a young woman working as an interior design assistant in New York. As Jessica navigates the ups and downs of her personal and professional life, viewers are taken on a journey filled with unexpected twists and turns. From an unexpected proposal to a chance encounter with a former flame, the story unfolds in a way that keeps viewers engaged.
A Shoppable Experience
What sets “Add to Heart” apart from traditional romcoms is its interactive nature. Viewers have the opportunity to shop the outfits worn by the cast, the makeup used by the characters, and even the furnishings and ornaments featured in the series. With over 330 products available for purchase through Walmart, viewers can recreate the on-screen experience in their own homes.
The Role of Social Media
Walmart’s decision to launch the series on platforms like TikTok, Roku, and YouTube reflects the brand’s understanding of the power of social media. According to William White, the Chief Marketing Officer at Walmart U.S., 60% of Americans are looking to make purchases through social media platforms. By leveraging TikTok’s shoppable video ads and Roku’s “OK to text” feature, Walmart allows viewers to shop while enjoying the love story unfold.
The Production Partnerships
To bring “Add to Heart” to life, Walmart partnered with Publicis Groupe agencies including Fallon, Publicis NY, The Community, Contender, and Digitas. This collaboration ensured that the series maintained a high production value and resonated with the target audience. The partnership also allowed for seamless integration of Walmart products throughout the episodes, creating a cohesive and immersive experience.
The Premiere Event
To celebrate the launch of “Add to Heart,” Walmart hosted a “Blue Carpet Premiere” event in New York. The event was attended by real-life couples, including some of Walmart’s own associates, who met in the aisles of the mega-retailer. This event further emphasized the connection between romance, shopping, and Walmart’s commitment to creating meaningful experiences for its customers.
Walmart’s Shoppable Content Success
“Add to Heart” is not Walmart’s first foray into shoppable content. The retailer has previously released successful campaigns, such as the “On Wednesdays, We Shop Black Friday Deals” campaign, which reunited cast members from the popular movie “Mean Girls.” By incorporating iconic moments from the film and leveraging the star power of the cast, Walmart created a viral campaign that generated significant engagement and social chatter.
The Future of RomCommerce
Walmart’s investment in RomCommerce reflects the brand’s commitment to innovation and creating unique shopping experiences for its customers. By combining entertainment and e-commerce, Walmart is able to tap into the emotional connection consumers have with holiday traditions and leverage that connection to drive sales. As the RomCommerce era continues to evolve, we can expect to see other retailers following in Walmart’s footsteps and embracing this trend.
See first source: Adweek
FAQ
What is “RomCommerce,” and how does it relate to Walmart’s approach?
“RomCommerce” is Walmart’s concept of seamlessly integrating romance and commerce to create engaging and shoppable experiences for customers. It’s the foundation of Walmart’s strategy to connect with shoppers through entertainment and e-commerce during the holiday season.
What is the plot of Walmart’s “Add to Heart” series?
“Add to Heart” follows the story of Jessica, an interior design assistant in New York, as she navigates personal and professional challenges. The series is filled with unexpected twists and turns, including an unexpected proposal and a chance encounter with a former flame.
How does “Add to Heart” provide a shoppable experience for viewers?
“Add to Heart” is interactive, allowing viewers to shop the outfits worn by the cast, makeup used by characters, and even furnishings and ornaments featured in the series. Over 330 products are available for purchase through Walmart, allowing viewers to recreate the on-screen experience in their own homes.
Why did Walmart choose to launch “Add to Heart” on social media platforms like TikTok, Roku, and YouTube?
Walmart recognizes the power of social media, with 60% of Americans looking to make purchases through these platforms. By launching on TikTok, Roku, and YouTube, Walmart allows viewers to shop while enjoying the series, leveraging features like TikTok’s shoppable video ads and Roku’s “OK to text.”
What production partnerships were involved in bringing “Add to Heart” to life?
Walmart partnered with Publicis Groupe agencies, including Fallon, Publicis NY, The Community, Contender, and Digitas, to ensure high production value and resonance with the target audience. These partnerships facilitated seamless integration of Walmart products throughout the episodes.
What was the “Blue Carpet Premiere” event, and how did it tie into the series?
To celebrate the launch of “Add to Heart,” Walmart hosted a “Blue Carpet Premiere” event in New York. The event featured real-life couples, including some Walmart associates who met at the retailer. It emphasized the connection between romance, shopping, and meaningful experiences for customers.
Has Walmart explored shoppable content before “Add to Heart”?
Yes, Walmart has previously released successful shoppable content campaigns, such as the “On Wednesdays, We Shop Black Friday Deals” campaign. This campaign reunited cast members from the movie “Mean Girls” and incorporated iconic moments from the film to create a viral campaign generating significant engagement and social chatter.
What does the future hold for RomCommerce, and how is Walmart contributing to this trend?
Walmart’s investment in RomCommerce showcases its commitment to innovation and creating unique shopping experiences. By combining entertainment and e-commerce, Walmart taps into consumers’ emotional connections with holiday traditions to drive sales. As the RomCommerce era continues to evolve, other retailers are likely to follow Walmart’s lead and embrace this trend.
Featured Image Credit: Photo by Intricate Explorer; Unsplash – Thank you!
