It’s a bold e-commerce breakthrough– Walmart is trying something new.

Knowing how well Hallmark TV/Cable has done with its shows… and knowing how well infomercials produce sales… Walmart is merging the ideas.

Having created over 300 TV commercials, 400 videos, and 13 infomercials.

I love this new concept and think it will work well.

Here are 3 things you should know…

1) The marketing strategy

Over the next few weeks, Walmart is rolling out a 23-part e-commerce commercial series called Add to Heart, which is a pun on their ‘add-to-cart feature.’

The RomCommerce effort is running on TikTok, Roku, YouTube, and Walmart’s owned social channels.

2) The creative concept

The show follows the story of a New York designer named Jessica, who returns to her hometown and rekindles a romance with an old flame.

Consumers can track Jessica and Javi’s journey in its entirety or pick up the thread piecemeal, as each installment is meant to be engaging on its own.

3) The “infomercial” products for the TikTok and Roku strategy

Add to Heart takes advantage of TikTok’s shoppable video format and Roku’s OK to Text feature that lets viewers press a button on their remote to learn more about a product and make a purchase.

Much of the clothes and furniture that the characters wear or have in their apartments and homes shown onscreen are Shoppable.

Orders are sourced and fulfilled by Walmart.

In total, the series showcases an assortment of 330 products that are meant to strike a balance of “inspiration and impulse” at an appealing price point.

This unique blend should work well.

If you’re interested in trying a test like this, infomercial (see my article: Make Infomercials Work for You: 12 Strategies to Use Now)

https://cdmginc.com/2023/10/06/make-infomercials-work-for-you-12-strategies-to-use-now-3/

TV commercial, or a VSL (see my article: How One Video Generated 48,000 New Subscribers in Less Than 6 Months: The Power of VSL ) https://cdmginc.com/2023/05/02/how-one-video-generated-48000-new-subscribers-in-less-than-6-months-the-power-of-vsl/

Contact Michael Oppenheimer at 615-933-4647 or email him at [email protected].