Walmart is debuting “Add to Heart,” said by the retailer to be a first-of-its-kind shoppable, social-media RomCom series featuring holiday gift items.
Walmart said it regards the 23-part, shoppable series initiatives as an opportunity to create a connection with consumers. Walmart will release “Add to Heart” on TikTok, Roku and YouTube beginning December 2. The remainder of the series drops on December 5 and December 8. “Add to Heart” will also appear on Walmart’s owned social channels.
Almost 60% of Americans say they want to purchase via social media this year, Walmart noted, citing Mintel research. Then, Americans rank watching holiday movies over decorating the tree and baking cookies as favorite holiday traditions, the retailer reported, referencing research commissioned by streaming media platform Plex.
Products available for purchase through the episodes include furniture and holiday décor, as well as the fashions worn by the cast. Almost everything in “Add to Heart” was sourced from Walmart, the company noted, and customers will have the opportunity to shop more than 330 products through the series. With TikTok’s Video Shopping Ads and Roku’s OK to Text feature, customers will be able to shop at home or on the go. Roku users can access the series via Walmart’s first shoppable branded entertainment playlist and a marquee ad on the Roku home screen.
The series features New York designer Jessica as she returns to her hometown for the holidays. After losing her luggage while traveling, she visits her local Walmart, where she bumps into her old flame, Javi. Between the town festivities, decorating and shopping, they start to rekindle their relationship.
“We know gifting and curling up to watch a favorite Christmas movie are part of so many families’ traditions,” said William White, chief marketing officer, Walmart U.S. “So, what better time to launch an innovative, first-of-its-kind shoppable series? ‘Add to Heart’ is a fun, unique way for our customers to be entertained while shopping for the great deals on top brands that they expect from Walmart. We hope they enjoy it and the amazing gifts they order throughout.”
