That Girl Lay Lay joined the Nickelodeon family as our new young talent in 2020 and later launched her show, That Girl Lay Lay, on Nickelodeon in September 2021. After spending one year building brand awareness through our content strategy, we were super excited for her consumer products launch in spring of 2022. Our second wave of product was launching Fall of 2022, which was perfect timing since the assortment tied with the back-to-school product categories. With that, the goal was to build a campaign that would create awareness and drive purchase intent to the cross-category assortment available at Walmart. We knew we wanted to take advantage of our partnership with Walmart and unlock new opportunities for That Girl Lay Lay that enhanced her rapping skills and her charisma. We also wanted to tie in Lay Lay’s new music coming out and her show season 2 premiere to build a connection with her fans.
Our strategy to execute our main goal was to partner with the Walmart team and identify four main tactics that would set That Girl Lay Lay up for success with our Walmart costumer instore and online, while elevating Lay Lay’s rapping skills, funny personality, and amazing style.
- COMMERCE DISRUPTORS & LIVE SELLING: Using Walmart’s TalkShopLive platform, That Girl Lay Lay hosted a 30-minute live stream selling her back-to-school assortment! Not only were viewers able to ask Lay Lay some questions, but they were also able to shop directly from within the platform; pre, live, and post livestream. Walmart & TalkShopLive supported this huge initiative with paid media, social, email inclusion& home placement.
- WALMART WORLD RADIO: WEEKEND TAKEOVER: Walmart connected That Girl Lay Lay to everyday Walmart shoppers via the Walmart world radio, the largest live retail radio show in the world! That Girl Lay Lay did a Q&A with DJ Kirby Gwen, played her favorite songs, shared new music from her latest EP, news about her show, product & so much more. The Walmart radio team supported with social support across their social accounts.
- ON & OFFSITE MEDIA DRIVING TO IMMERSIVE BRAND DESTINATION: We ran on & offsite media driving to our brand page through Walmart Connect and had Sponsored products campaign to guarantee we were reaching customers right as they were shopping on Walmart.com.
- CUSTOM SOCIAL CONTENT: We used Lay Lay’s likeness & charisma to create content that was later leveraged across all of her social platforms. In this content, she promoted the product, reposted fans’ posts, & promoted all Walmart secured opportunities to ensure her fans would join!
Overall, this successful campaign delivered over 32.5 million impressions and drove a 45% wow increase in sales during launch week, producing Lay Lay's highest volume week since her assortment launched in spring 2022. In addition, not only did the program elevate That Girl Lay Lay’s cross-category assortment at Walmart, but it also integrated her new ep music release to anchor the program in her musical talent. Additional noteworthy stats:
- Lay Lay’s TalkShopLive became part of the top 5 most viewed Walmart Live x TSL activation to date. It also generated 13.8% omni sales lift* the week of livestream for featured products (vs. week prior).
- That Girl Lay Lay’s Weekend Takeover played in 5309 stores across the nation at Sam's Club and Walmart
- Our Pinterest post was the top performing Pinterest post of the year across Paramount Consumer Products
