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From the 13th Annual Shorty Awards

Walmart #UnwrapTheDeals - Bringing Black Friday to TikTok

Winner in Filter/Lens

Finalist in Retail & E-Commerce


In a year when most in-person events turned digital, Walmart was faced with the unique opportunity to transform the biggest shopping day of the year into an e-commerce-focused experience. So, instead of one day of super sales, we turned Black Friday into Deals For Days—allowing our customers to shop Black Friday-level deals all November long.

Our next challenge? Raise awareness and build excitement for Deals for Days, plus showcasing all the great deals to be had on

Strategy and Execution

We launched #UnwrapTheDeals—a shoppable Black Friday filter that let our fans reveal our best Black Friday Deals and even win them. The filter quickly spun with randomized, gift-wrapped Deals that fans could stop with their hand and #UnwrapTheDeals.

It became the first-ever filter to use the shoppable in-video sticker, where fans could “Tap For Deals” and be taken directly to Walmart’s site...

To help spread the word, we partnered with six top creators to show TikTokkers how to use the branded filter and share some of the deal drops from the first Deals for Days event. Most notably, we worked with top-tier talent, Zach King (@zachking), to use his famed magic tricks in our topview ad unit. Each of the other five creators—Cameron Henderson (@thekingofweird), Jonny Morales (@j0nnymorales), The J Family (@jfam.ily), Zahra Hashimee (@muslimthicc), and Oneya Johnson (@angryreactions)—put their own personal twist on the campaign.

And the best part? 100 lucky TikTokkers actually won their Black Friday Deal.


With 5.5. Billion views, our #UnwrapTheDeals campaign built mass awareness for Walmart’s Black Friday deals, drove clicks to with the first-ever shoppable TikTok filter, and helped Walmart break traffic records for a digital sales event.

Throughout the 3 day campaign, the #UnwrapTheDeals shoppable AR filter took off. Over 1M videos were created by TikTokers using the #UnwrapTheDeals hashtag.


Video for Walmart #UnwrapTheDeals - Bringing Black Friday to TikTok

Entrant Company / Organization Name

Day One Agency, Haworth Marketing + Media, Merkle, Art+Science, Walmart, Inc


Entry Credits