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Special Project

Special Project
From the 16th Annual Shorty Awards

The Lumistella Company x Walmart Live Partnership

Entered in Retail & E-Commerce


At The Lumistella Company, we know magical traditions are a key driver for our core consumers, so we set out to create a live-stream and social-first shoppable experience with Walmart to extend and engage consumers in the magic of Christmas. We wanted to go beyond a traditional “live” with Walmart and bring the North Pole to parents -- to inspire them and give them the tools to create amazing and easy Elf Ideas during the holiday season. Through this partnership, our goal was to increase fan loyalty and engagement for both The Elf on the Shelf® and Walmart Live via social media.

Strategy and Execution

Our approach was to get consumers excited to see new products from The Lumistella Company, including Walmart exclusives, and interact with the faces behind Santa’s North Pole.  We executed this initiative by bringing magic to our live-stream through personalized hosting by our co-founders, surprise mascot appearances, and the exclusive reveal of new stories for the 2023 holiday season. We increased intrigue and excitement by leveraging social media for real-time audience engagement, questions, and interactive commentary.  

With five months of preparation, The Lumistella Company and the Walmart TalkShopLive teams put together a comprehensive plan to showcase exciting new offerings during Scout Elf Return Week, the pivotal week after Thanksgiving when Scout Elf pals fly back from the North Pole to their homes and families all around the world. Our co-owners were joined by a life-size Scout Elf and Santa Claus on the live-stream to engage with parents as new products and interactive digital content were unveiled, just as families were gearing up for the season.

A paid media campaign and organic consumer campaigns, including emails and social media posts, bolstered our live-stream viewership and ongoing views after the event ended.


The results exceeded our objectives as we have seen over 185,200 total viewership numbers since the event aired.  This is 117.5% higher than the Walmart Live full-year average of viewership. In additon to this, the cutdowns of the livestream drove nearly 1 million incremental views!

We had fans glued to the livestream with our compelling and engaging content. The average time spent watching our live social event on was more than two times higher than the full year average for Walmart.

As a result of this partnership, we saw a residual lift in purchase intent across the board after our livestream, solidifying our main KPI.  


Entrant Company / Organization Name

The Lumistella Company/The Elf on the Shelf®


Entry Credits