Walmart Doubles Down on Digital Experimentation with Mashable, TikTok Events


Walmart is venturing further into social commerce and livestreaming with two virtual programs: Mashable Home, a virtual experience that will run through April 8, and the Spring Shop-Along: Beauty Edition livestream, which will be held on Walmart’s TikTok channel the night of March 11. Both virtual events will be shoppable in unique ways, inviting viewers to simultaneously enjoy an experience and browse for new products.

Mashable Home, created in partnership with Mashable, will send shoppers through a 360-degree explorable home with unique, high-concept rooms and dynamic activations such as shoppable hotspots, live and on-demand programming, and interactive games. The home will focus on six core rooms: kitchen, living room, bedroom, outdoor space, flex space and garage.

More than 50 items from Walmart’s spring collection will be heavily featured throughout the kitchen, living room and outdoor space. Each room will showcase trending products that shoppers can click on to purchase directly from walmart.com. These shoppable moments will be coupled with original lifestyle programming, such as cooking videos with a popular Instagram influencer using Walmart groceries and cooking gadgets to create simple and healthy recipes.

“This new format is derived from the idea of virtual travel, made more impactful with compelling visual storytelling,” said Eva Smith, SVP of Sales and Marketing Solutions at Mashable parent company Ziff Media Group in a statement. “The approach to the Mashable Home creates a backdrop for layering on different types of brand moments that feel organic. We were able to unite both affiliate and brand goals, shifting away from tactical KPIs toward a holistic brand affinity approach anchored in driving sales.”

The TikTok livestream is a sequel to the event held in December 2020, which earned 7X more views than anticipated and grew Walmart’s TikTok followers by 25%. The second livestream will feature a number of influencers who will demo their skincare, makeup and hair routines using items that can be purchased from Walmart.



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