Walmart launches "Add to Heart" shoppable ad to increase social e-commerce

Walmart has launched a shoppable ad called "Add to Heart" recently, according to foreign media reports. The retail giant aims to boost holiday sales by combining content with online shopping.

Walmart’s “Add to Heart” campaign builds on its close partnership with companies including Fallon, Publicis NY, The Community, Contender and Digitas.

According to Walmart, the 23-episode ad will showcase more than 330 items on Walmart’s holiday “wish list,” including costumes and cosmetics worn by the actors in the show, as well as furniture and decorations. Consumers can purchase these items while watching through TikTok, Roku and YouTube social platforms.

William White, chief marketing officer of Walmart U.S., said that viewers can use TikTok's shoppable video ads and Roku's "OK to text" feature to shop, and Add to Heart is a fun and unique way to shop that allows customers to get a personalized experience.

William White added that nearly 60% of Americans expect to shop through social media this holiday season, with Generation Z and Millennials more likely to shop through social media than other groups.

According to McKinsey's previous forecast, social e-commerce is expected to account for 5% of total US e-commerce sales, or $80 billion, by 2025. In order to seize this bonus, Walmart has been increasing its layout in social e-commerce.

Last year, Walmart partnered with Roku to allow viewers to buy products while watching TV shows. When viewers see shopping ads on the Roku platform, they can press the "OK" button on the remote control to enter the Walmart checkout page. In early November this year, Walmart invited the actors of the classic American TV series "Mean Girls" to promote its Black Friday advertising campaign.

Editor ✎ Nicole/

Disclaimer: This article is copyrighted and may not be reproduced without permission.