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Special Project

Special Project
From the 15th Annual Shorty Awards

#IsItMondayYet - Building Hype for a Month of Walmart Black Friday Deals

Finalist in Sound, TikTok

Gold Honor in Retail & E-Commerce


For retailers, Black Friday is one of the most competitive days of the year. It’s also a fleeting holiday for consumers, creating urgency and stress around one single day of the year to get holiday shopping done at the best possible price. We wanted to stand out among retailers, not just on Black Friday, but for the entire month of November. To differentiate from other brands, we wanted to create a bespoke social-first campaign that would leverage the true power of TikTok, and get our consumers excited, engaged, and inspired to shop with us. 

Strategy and Execution

Our strategy was rooted in a deep insight that Black Friday/holiday shopping is practically a professional sport, it is the Super Bowl of savings – with 14MM views on the TikTok discover tag “Training for Black Friday Be Like”. With that trending organically on the platform, we wanted to set a TikTok challenge in a lighthearted way, asking the community to show how they’re getting ready for the exciting Walmart deals that would be dropping on Mondays in November. 


We implemented this strategy in a three pronged approach: 


Through the #IsItMondayYet TikTok Branded Mission, we effectively drove awareness for Walmart’s month-long Black Friday deal drops, reinforcing key date and time messaging in a social-first way that engaged creators to join the campaign. Over 72 hours, #IsItMondayYet engaged 343 creators to share 469 videos, driving over 110MM video views on the hashtag. The use of TikTok’s TopView ad unit was successful in reaching users with key messaging, driving a 4.01% CTR – 7.5% above benchmark. 

Walmart also saw significant brand lift following the completion of the Branded Mission, with a 10.4% increase in ad recall and a 3.1% increase in brand association with the hottest Black Friday deals. And most importantly, the #IsItMondayYet creator campaign and Branded Mission helped contribute to Walmart’s rise to the #1 most searched retailer for Black Friday deals in 2022, closing the holiday season with overwhelming success. 


Video for #IsItMondayYet - Building Hype for a Month of Walmart Black Friday Deals

Entrant Company / Organization Name

Day One Agency, Walmart


Entry Credits