Walmart will use AR, purchasable content to connect brands with consumers


Dive brief:

  • Walmart is launching a campaign called “Joy. Fully ”offering live broadcasts and purchasable content and, through a partnership with Facebook, an AR lens that allows consumers to use their facial expressions to choose products that “bring joy” to them, the retail giant announced on Friday. From this goal, shoppers can visit Walmart’s “Gift Finder Experience” to purchase products.
  • The retailer also said it plans to host the purchasable live broadcasts with several publishers, well-known influencers and others, but the retailer has not disclosed any other details.
  • As part of the campaign, the company is also showcasing the first large-scale marketable recipe launch on Pinterest. The initiative allows consumers to easily add ingredients to their Walmart carts for easy shopping.

Dive overview:

Walmart’s collaborations with Pinterest and Facebook are a continuation of the retailer’s efforts to reach new consumers through live broadcasts and AR technology.

For example, to amplify the enthusiasm of the start of the school year, the distribution giant hosted a buyable live concert featuring musician Kane Brown in August. The platform also hosted a buyable direct on TikTok in december 2020, which got seven times more views than the retailer expected, and increased its TikTok following by 25%, according to the company. Walmart followed up with another buyable livestream on TikTok. in March 2021 to present beauty products.

Walmart said consumers increasingly want to discover products through “content-to-commerce” means.

In its announcement, Walmart touted the success of its partner brand experiment in using Walmart Connect, its media company, to reach shoppers. According to its Q4 2020 numbers, campaigns in the food, clothing, consumables and toys categories saw a 13% increase in reach.

“With our new capabilities, partnerships, vendor integrations and customer activations, we’re excited to unlock an even wider range of omnichannel touchpoints this holiday to connect brands with customers through innovative technologies and inspiring social content. Kara Rousseau, vice president of marketing at Walmart Connect, wrote in the ad.

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