After the JoJo Siwa: Be Your Selfie Program in 2020, we were challenged with developing a program that could anniversary this successful campaign with a unique experience and sales story at our largest retail account, Walmart.
Additionally, we were striving to answer a request from Walmart to have an own-able program/hook that provided a point of differentiation from their competitors.
To answer Walmart’s request, this program was anchored by an exclusive JoJo video, called U-N-I, that featured a broad assortment of exclusive product such as apparel, toys, accessories & more! It’s the first of its kind content activation in partnership with Walmart where the video premiered exclusively on Walmart.com/jojosiwa. We helped to amplified this huge moment with a brand store refresh, exclusive photo AR filter, digital media, & more!
Campaign support included:
o Cross-category product assortment featuring apparel, footwear, toys, accessories & more!
o JoJo’s new video, called U-N-I, that premiered exclusively on Walmart.com/jojosiwa on August 15th., which featured a broad assortment of exclusive product such as apparel, toys, accessories & more!
o A refreshed brand store on Walmart.com that featured:
o JoJo’s new video called U-N-I
o Exclusive JoJo content where JoJo teased the UNI video to her fans and also encouraged her fans to shop her new product
o Highlighted priority products through key modules
o Photo AR Filter experience that was accessible through a QR code on participating product hang tags. The consumer scanned the QR code with their mobile device and were directed to a filter that allowed them to jam out to the song, U-N-I, while wearing headphones and musical notes floating up once they opened their mouth.
o Robust influencer program across TikTok and Instagram promoting the cross-category assortment and U-N-I song
o Paid social campaign from Nickelodeon platforms including Facebook
o Exclusive support from JoJo Siwa across her Instagram account
o Comprehensive digital campaign including targeted Walmart Media and YouTube pre-roll
o Received Walmart support that consisted of:
o Toy banner inclusion in a Walmart email
o Social support on Twitter and Facebook
ViacomCBS and Walmart and other participating JoJo licensees were all very pleased with the success of this campaign, which garnered over 65MM impressions & aided overall sales uplift for toys, accessories & CPG for the first week of campaign! We sold over 237k+ skus nationwide & JoJo's UNI video had the highest video play rate across Walmart.com for the campaign period. JoJo never fails to shine wherever she goes!
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