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Walmart is launching its first shoppable video series, “Add to Heart,” a holiday-themed love story streaming on Roku, TikTok, and YouTube with over 330 products available for purchase.
Dubbed “a RomCommerce of sorts,” the 23-part series — each lasting around two to three minutes — follows the story of Jessica, an interior design assistant in New York heading home for the holidays. As she navigates the ups and downs of her personal and professional life, viewers are taken on a journey filled with unexpected twists and turns, from a surprise proposal to a chance encounter with a former flame (in a Walmart aisle).
The series drops in three waves, according to Ad Age: the first six segments on Dec. 2, the next six on Dec. 5, and the final 11 on Dec. 8.
What sets “Add to Heart” apart from traditional romcoms is that viewers have the opportunity to buy the outfits worn by the cast, the makeup used by characters, and even furnishings and ornaments featured in the series. The episodes use TikTok’s Video Shopping Ads and Roku’s “OK to Text” feature, both of which allow viewers to shop while watching the storyline unfold.
Products are also available at Walmart.com/AddtoHeart where different scenes can be shopped.
Walmart said the inspiration for the series comes from a recent Mintel finding that nearly 60% of Americans are looking to make a purchase via social media this year. At the same time, a survey from streaming media platform Plex found that Americans ranked watching holiday movies (72%) over decorating the tree (66%) and baking cookies (55%) when asked about their favorite holiday traditions.
Walmart U.S. Chief Marketing Officer William White told Ad Age, “We found a great opportunity to take things people love about the holiday season … and bring them together.”
He further told Adweek that the series aligns with Walmart’s strategy to create omnichannel experiences that “shorten the distance between inspiration and purchase,” including shoppable livestreams.
In July, Walmart showcased the shopping carts of Kansas City Chiefs star quarterback Patrick Mahomes, Latin pop singer Becky G, and fictional celebrity Barbie as part of an online content series. In early November, Walmart announced a partnership with NBCUniversal where viewers can shop select episodes of Bravo’s “Below Deck Mediterranean” when they air on Peacock.