A fully
shoppable Romcom
We never thought we’d get to write and produce our very own feature film. At least not while we worked in advertising.
Until we pitched this idea to Walmart.
A holiday romcom, starring a big city girl heading back to her small town for Christmas, where she bumps in to an old flame. In a Walmart.
Here’s the part that got them to say yes: everything in Add To Heart – from the wardrobe, to the set decor, to the very lipgloss Jessica swipes on before getting that magical first kiss – was 100% shoppable and 100% from Walmart.
In a time where almost nothing is “NBDB”, a shoppable romcom was truly the first of its kind. Or as we called it: RomCommerce.
Watch the trailer BELOW!
We split the movie into 23 bingeWORTHY episodes,
and released the whole series on TikTok, YouTube, & Roku.
330+ Walmart products appeared in shoppable tiles throughout each TikTok episode, so viewers could snag all the hottest items.
(Jessica’s gold platforms sold out instantly.)
Part 1
We meet Jessica, our leading lady, in the midst
of a difficult decision… and a difficult boss.
Part 16
Jessica hits the small town Christmas party,
where romance and party platters await…
Part 23
And she lives happily ever after… but with Javi?
Or Teddy?
“The ‘RomCommerce’ era is here” - Adweek
“An important milestone in the history of retail” - Forbes
“The studio behind this new series isn’t Universal or Paramount – it’s Walmart.” - The Wallstreet Journal
“The ‘RomCommerce’ era is here” - Adweek “An important milestone in the history of retail” - Forbes “The studio behind this new series isn’t Universal or Paramount – it’s Walmart.” - The Wallstreet Journal
A fully 360 shoppable experience
Then we rolled out the blue carpet. Literally.
We treated the launch like a Hollywood premiere, hosting a screening for real couples who met in Walmart stores.
From Spotify playlists to a Walmart.com presence that featured all of the film’s products by theme and aesthetic, the campaign scaled across all media.
Client: Walmart
DIRECTED BY ERICA DUNTON
PRODUCED BY MERMAN
Credits
Creative Team:
Nikki Baker, CCO
Travis Parr, ECD
Abby Gross, CD
Sara Cummings, CD
Caitlin Fitzgibbons, CD
Grace Geary, AD
Kayla Hall, CW
ADDITIONAL COLLABORATIVE AGENCIES INCLUDE THE COMMUNITY, CONTENDER, PUBLICIS NY AND DIGITAS.
Awards
Grand Clio, Clio Entertainment Awards
1 Silver, The Clios
2 Bronze, The Clios
1 Bronze, The One Show
1 Gold, The Effie Awards
3x shortlist, Cannes Lions
