In today’s cultural context, consumers are confused by when and where to shop Black Friday. What was once a single shopping day has turned into a month of overlapping sales events an complicated “retail-speak.”

Our challenge was to get people to shop Walmart’s deals — and keep shopping — throughout a 6-week period of 3 sales events. We needed to communicate constantly evolving messaging that made people pay attention, shop deals at the right moments, while also leaving them wanting more. So while competitors pushed sales messaging that added to consumers’ anxiety and confusion, we pulled shoppers in with something they already love: dramatic entertainment.

Walmart VP, Creative: David Hartman
Walmart VP, Marketing: Courtney Carlson
Walmart GCD, Head of Style: Jillian Haney

Agency: Publicis Groupe
Director: Marc Webb

Creative idea

We launched “Deals of Desire”, a 10-part dramatic miniseries that entertained and educated shoppers through every key moment. Each episode featured Walmart’s dramatically good deal and iconic actors in our audience’s favorite genres, from soaps to westerns to historical dramas.

Insight & Strategy

Shoppers are serious about two things during the holiday season: scoring the best deals, and enjoying entertainment they love. So Walmart gave them both – with “advertainment” that refreshed daily and kept them coming back for more deals and more fun, from October to December.

Execution

Each episode nailed its genre with earnest dialogue, dramatic cliff-hangers, and unbeatable Walmart deals. We hyped the series like a network hit: bus wraps, OOH, teasers, and a fully integrated social push. TikTok star Jake Shane anchored a behind-the-scenes mockumentary as an eager PA, using his 3.5 million followers, Gen-Z humor, and fourth-wall-breaking style to bring the campaign to the chronically online crowd.

Results

“Deals of Desire” turned complex marketing messages into captivating content, letting consumers know exactly when & how to shop dramatically good deals.