At this point, formulaic rom-coms are a trope of the holiday season. However, the Walmart TV series, “Add to Heart,” has a little something extra. And it is more than the fact it is produced by the megabrand. This article breaks down what we know about this forward-thinking marketing strategy.
Walmart TV Series Spearheads “Social Commerce Strategy”
One of the ways that Walmart stays a top Fortune 500 company is by knowing how customers buy. Similar to fashion or music, there are trends to stay ahead of.
The latest is known as “shoppable content,” and it is the inspiration for the Walmart TV series. However, this move is risky for the box store chain…
This method of marketing is popular in China. But, other attempts at shoppable content have yet to be successful in the U.S.
Nonetheless, “Add to Heart,” premiered on Dec 2, 2023, on Youtube, Roku, and TikTok.
No matter which platform you watch this Walmart TV series on, you can purchase over 330 items directly.
Each of the episodes is three minutes long and features about ten products. As we mentioned, the Walmart TV series is a rom-com and is therefore…
Cheesy.
Even executives of the brand admit that much about the plot. On the other hand, they assert the selling method is revolutionary…
The Cheesiness of Romcom with Seamless Selling
The Walmart TV series, “Add to Heart,” has a Hallmark-esque storyline…
Big city girl goes back to her tiny hometown for Christmas…
She runs into an old flame…
Sparks fly…
CLICHE, CLICHE, CLICHE.
Regardless of whether you love or hate the genre, there is a lot of potential with this strategy that is adaptable. That being said, the company is keeping the initial results of this campaign close to the chest…
Still, Walmart’s chief marketing officer, William White, is optimistic.
“[WE] CAN PICK UP A LOT OF LEARNINGS ALONG THE WAY TO HELP US MOVE FORWARD.”
This appears to be the future of branded content marketing. We will know after the holidays if this approach resonates with American consumers.
Be Great,
GCTV Staff
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