Walmart is taking big strides to ramp up social commerce and through this partnership we were able to create a proprietary product and creative campaign to drive sales and awareness of Walmarts’ shoppable mission.
The organic social strategy in this campaign was designed to accomplish the goal of awareness and engagement. Once audiences were engaged and excited on social, the paid media strategy took hold to drive the action, purchase and purchase intent through dynamic ads retargeted to those who engaged with the organic content.
Unbox’d then drove the engage, excite and action experience even further, providing more opportunities for audiences to shop recipes and more direct purchases for Walmart.
First Media’s viral food brand, So Yummy, partnered with Walmart to create the first 100% shoppable, 360º content to commerce gateway.
The 12-week campaign consisted of original video content for social and television designed to engage, excite - and most of all drive action.
All products and ingredients in each piece of content could be purchased on Walmart.com directly in just a few clicks, creating a seamless shoppable experience.
To accomplish the goal of awareness and engagement, 12 pieces of custom short-form recipe based content were distributed across So Yummy’s social media platforms, reaching a guaranteed audience of over 55 million US consumers. The campaign garnered 85M+ total video views and 4.4M+ total engagements, while also driving 154K clicks to the shoppable landing page - all through organic social content.
Once audiences were engaged and excited through organic content, the paid media strategy took hold to drive the action, purchase and purchase intent. Performance Marketing ads were created based on organic content, but with a specific call-to-action to "Shop all recipes." Through those dynamic ads retargeted to those who engaged with the organic content, So Yummy was able to garner 9.6M+ total video views, 9M+ total engagements and delivered 3x ROAS and 343K clicks to the shoppable destination.
To drive the engage, excite and action experience even further, a custom television show was created for So Yummy’s linear TV network, currently in 40M US TV households. Walmart products were used exclusively throughout the 10 episode, 20 minute series, Unbox’d, where audiences could get the ingredients from the show directly to their home through a text code driving to the shoppable destination, and all the way through to the Walmart cart for immediate checkout (custom for each episode). Influencers from the shows cast also created custom content driving to their specific recipe landing page through to Walmart cart for extra amplification.
Through social marketing for the TV show, Unbox’d garnered 6.9M total views, 1.2M total reactions and engagements, 63K link clicks across all platforms and an additional 1.2M total reactions and engagements through the influencer amplification.
The beautiful content in this campaign shines brightest, however the innovation on the back end of the So Yummy shoppable website is what brought the experience full circle. This proprietary shoppable product (in partnership with Walmarts API connectivity) elevates the content to commerce experience and sets the bar for how it should be done.
The organic social campaign alone garnered 85M+ total video views, 4.4M+ total engagements and 574K+ total saves, while also driving 154K clicks to the shoppable landing page.
On the Performance Marketing side, So Yummy was able to garner 9.6M+ total video views, 9M+ total engagements and delivered 3x ROAS and 343K clicks to the shoppable destination.
Through social marketing for the TV show, Unbox’d garnered 6.9M total views, 2.4M+ total reactions and engagements, 63K link clicks across all platforms and an additional 1.2M total reactions and engagements through the influencer amplification.
