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Special Project

Special Project
From the 15th Annual Shorty Awards

Paramount, That Girl Lay Lay Back-to-School Campaign at Walmart

Entered in Integrated Campaign


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.

Strategy and Execution

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.


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:


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