Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The early entry deadline is on December 9th, 2021.

From the 11th Annual Shorty Awards

Santa's Office Hours

Entered in IGTV

About this entry

The holiday season is like the Super Bowl for retailers, and our goal was to keep Walmart top of mind as a preferred omnichannel destination for customers and to do so in an innovative way. We challenged ourselves to tap into a new platform, elevate our creative and do the unexpected. As a result, we produced our first made-for-social holiday shopping show called, "Santa's Office Hours." The six-part series entertained and helped shopper families in a gift-giving rut by arranging office hours with the ultimate holiday expert, Santa. We focused on humorous and highly relatable holiday woes, including being in-the-know about the trendiest children's toys, preparing a Christmas feast for diverse palates and the stress of last-minute gifting for that special someone. The series integrated seamlessly with Walmart's omnichannel holiday campaign by featuring the season's top gift items and centering on our core seasonal pillars: Black Friday, Holiday Ready Decor, America's Best Toy Shop, Family Gift Guide, Food and Last-Minute Shopping.

Why does this entry deserve to win?

By leveraging consumer insights, we learned that the biggest stressor for our customers during the holidays is trying to make the season special for their families and that 90% of consumers plan to holiday shop online. With that understanding, we launched a holiday campaign that targeted a digital audience and guided customers on how to make the holidays less hectic with Walmart's low prices and time-saving offerings. For the first time ever, we utilized IGTV to extend our reach across channels. We employed best practices by creating episodic content that aired weekly and spanned the peak holiday period from Thanksgiving to Christmas and designed the series for vertical viewing. We optimized the content for multi-channel usage and built a shoppable experience for users with custom landing pages for each episode featuring all of the products and 60 new gift recommendations.

Results

On IGTV, we drove 57,000 views and engagement rate surpassed benchmark by 97%. Positive sentiment measured 73% with many viewers praising the videos for their humorous tone.

On Facebook, we drove 5.6 million views, 23.7 million impressions and more than 39,000 interactions. We smashed our core KPIs with interaction rate up 130% against benchmark and video rate up 284% against benchmark.

Media

Entrant Company / Organization Name

Walmart, MRY, Bindery

Links

Entry Credits