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13th Annual Shorty Awards Categories

The Shorty Awards honor the talented agencies, brands, and industry leaders behind the best and most innovative work on social media and digital channels, campaigns, websites and applications.

Walmart Holiday Shop-A-Long

Entered in Retail & E-Commerce, TikTok

Objective

In 2020, our customers needed joy. As December rolled around, we decided to end the year with something innovative, surprising and even a little silly. Something to make people smile.

What were we doing when we couldn’t do the things that usually bring joy, like shopping, going dancing, or hanging out with loved ones?

Your kids, your mom, your boss, your dentist, EVERYONE... was on TikTok.

Strategy

So we decided to pilot a first-of-its-kind livestream shopping event with TikTok: the Walmart Holiday Shop-Along Spectacular. All the shopping. All the dancing. All the community spirit. Right there on your phone.

Streamed from the Walmart profile page, our Shop-Along presented Walmart’s best fashion items - modeled, described, danced in and adored by the platform’s most popular creators. Each item had a pin, and when you tapped it you were already shopping, without having to leave the excitement of the livestream!

Our creative concept was inspired by the sincere joyfulness of a variety show. We wanted everyone watching to be represented, so we chose a diverse cast of creators who reflected the lives, backgrounds, passions and styles of our audience. TikTok superstar Michael Le (@justmaiko) - whose creative dances and adorable energy have gained him over 44 million followers - was our host, the sparkling glue that held the show together. He was joined by nine amazing TikTok creators who all had a special role across a whole hour of festive shopping.

Each creator revealed their favorite Walmart fashion finds in a personalized segment, whether we were peeping in their closet, watching them strut in their living room or following their moves in a studio-based high-fashion dance-off. We showcased a mix of brands like Champion, Jordache, Kendall+Kylie, Free Assembly, Scoop and Sofia Jeans.  

Results

The shoppability was an unprecedented strategic business innovation that eliminated the usual gap between inspiration and purchase. The moment the viewer saw something they loved, they could grab it there and then, all while doing the thing they love - enjoying awesome content from their favorite creators. This groundbreaking new experience generated 754K viewers and a 25% increase in TikTok followers.

Media

Video for Walmart Holiday Shop-A-Long

Produced by

Walmart, RadicalMedia

Link

Entry Credits

About the Shorty Awards

The Shorty Awards honor the best of social media.

Millions of people participate in The Shortys to recognize individuals and organizations producing great content on Twitter, Facebook, YouTube, Instagram, Twitch, TikTok, Snapchat, and the rest of the social web.

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