Enter the 14th Annual Shorty Awards

The Shorty Awards honor the best of social media and digital. See categories below. The regular entry deadline is on February 10th, 2022.

JoJo Siwa: Over the RainBOW at Walmart

Entered in Multi-Platform Campaign

Objective

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.

Strategy

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

Results

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!

Media

Entrant Company / Organization Name

ViacomCBS

Links

Entry Credits