COME FOR THE DRAMA.
STAY FOR THE DEALS.
Walmart wanted to get a head start on the Black Friday shopping season. So, we needed a buzzy way to drop deals throughout the entire month of November––but we knew we couldn't do it alone. Enter “Deals of Desire,” a genre-spanning, 10-part episodic series starring Hollywood’s brightest stars & Walmart’s hottest deals.
To launch this ambitious piece of ‘advertainment,’ we first released a trailer on social, live TV & in select theaters across the country.
Next, we covered countless dramatic tropes across our 10-part story & packed each episode with shoppable deals from every aisle at Walmart. Everything on-screen was available for purchase, from set design to props & even the clothes worn by our stars.
LONGFORM EPISODES
THE MAKING OF:
DEALS OF DESIRE
Each super self-aware drama tapped into our audience’s favorite genres: soap operas to period pieces, westerns & supernatural showdowns. But we knew we needed more to stand out during the busiest shopping season of the year.
We created a second, behind-the-scenes campaign mockumenting life on the Deals of Desire set & asked internet it-boy, Jake Shane, to join as a Production Assistant––although he strongly preferred the title Creative Consultant.
The self-proclaimed back bone of the show provided a sneak peek into backstage drama with cast & crew, ever-changing product deals & daily PA responsibilities to his 3.4 million followers on TikTok in his own, authentic voice.
using social like a fan
Our longform content was polished. Jake’s videos were authentic. But we wanted to dive even deeper into our talents’ manic fanbases & harness the communities they’ve created.
So, we created fan cams (montages of icons serving sexy looks) for each of our stars. These were shared on our actors’ pages (combined 14M followers), driving massive traffic to Walmart’s site during their biggest sales event of the year.
TEAM
Client: Walmart
Agency: Digitas, Fallon, PublicisNY
Creative Leadership: Nikki Baker, Molly Crawford, Travis Parr
Creative Directors: Abby Gross, Sara Cummings, Danny Weilandt
Senior Copywriter: Reilly Harmer
Senior Art Director: Lexey Watson
Copywriter: Kayla Hall
Art Director: Grace Geary
Producers: Peter McCann, Trevor Hembling, Chris Parke
Directors: Marc Webb, Paul Briganti
Production: Radical Media
Edit: Union Editorial
Mix: Human
Color & Finishing: Harbor