OBJECTIVE:
Walmart wanted to collaborate with college-going celebrities and influencers and launch their first-ever TikTok campaign to help reach a younger audience. The campaign aimed to showcase specific Walmart products that could be used to decorate dorm rooms.
CHALLENGE:
Due to the pandemic, many students were not dorming. Additionally, this was also the first TikTok campaign we had run as an agency, so we were learning a lot of the best practices in real-time while advising the client.
SOLUTION & RESULTS:
- Educated the client on the fact that many colleges were not offering dorms for the semester, and many students did not feel safe to dorm at the time.
- Worked with Sistine Stallone, Sylvester Stallone’s daughter, and Aoki Lee Simmons, Russell and Kimora Lee Simmons’ daughter, who helped the client to align with a much younger demographic, and even agreed to create custom micro-sites (Sistine’s Dorm) as added value. .
- Consulted with the client and the celebrities’ team to help them navigate the situation and understand the importance of FTC disclosures and other best practices.
- Despite the challenges faced during the onboarding process, the team negotiated a lower-than-standard kill fee and agreed to onboard one of the client’s talents for a future opportunity.
- The campaign was a success, resulting in a high level of engagement from the target audience and positive comments about the showcased Walmart products, leading to increased interest in the brand.
Live Examples
