Come for the deals. Stay for the drama.
Walmart needed a buzzy way to drive customers to shop their incredible Black Friday Deals — all month long. With multiple phases and thousands of Deals, we needed something captivating to drown out a November filled with loud distractions and keep viewers coming back over and over throughout the month.
Enter “Deals of Desire,” a genre-spanning, interconnected adventure through the land of Walmart Black Friday Deals. Each super self-aware drama tapped into our audience’s favorite genres: soap operas, period pieces, westerns & more. The 10 drama mini-sodes ran on TV and other high-impact places throughout the month - check out the trailer below.
To extend the campaign in social, we took a peek at the drama behind the scenes — with TikTok darling Jake Shane.
Internet it-boy Jake Shane helped us on set as our Production Assistant (though he would probably prefer the term “Creative Consultant”). With his growing celeb credibility and devoted following, Jake was the perfect person to bear witness to all the drama happening behind-the-scenes or our production. Through dozens of social videos, we told the story of ever-changing product deals, dramatic cast moments, and let Jake just be Jake. Filled with easter eggs from the “Deals of Desire” storyline, we kicked off Jake’s PA career with a longform mockumentary episode of its own.
Keeping the momentum going all month
To keep audiences coming back, we created 20 videos of supporting behind-the-scenes social that served as a bridge between each “Deals of Desire” episode. Our always-on approach ensured fans were never left wanting more & cleverly kept Walmart Black Friday Deals top-of-mind during a time when most retailers are screaming “shop shop shop.”
Giving the people what they want
Our audience was hooked from the start, sharing not only their love for Jake, but recognition of our social-savvy strategy. Before long, fans were making videos praising the campaign and our meta approach to the storytelling. To encourage this kind of content, we even created “fan edits” of our celebs based on a behavior that will be familiar to die-hard fans.
