An up-and-coming interior designer based in New York heads back for Christmas to her small hometown. She is stuck between the sure love, who wants to marry her, and the childhood crush that got away. No, this is not a Hallmark movie; it’s a Wal-Mart ad. This cheesy holiday romance, complete with all of the now classic tropes, is what Wal-Mart is terming a rom-commercial.
The series of 23 parts can be found on TikTok, YouTube, and Roku and is completely (well mostly) shoppable. Over 300 items are featured in the clips and available for purchase in the site. Even the Marc Jacobs bag the best friend wears is available through Wal-Mart.
I have to admit, as a consumer of this content, I was hooked and watched all 12 parts that were available and am eagerly waiting for the rest to drop on December 8. But watching through a marketing lens, I wonder if this will pay off. I noticed that TikTok comments had people thinking about the items they wanted to buy, but will they go through and make a purchase?
This production is a big move to take advantage of the trend towards social media-based shopping and people’s love of holiday movies. But of course, it is pure unadulterated product placement. Regardless, how many people end up talking about the brand, or how the brand is discussed on social media, this is a selling opportunity. The true test is whether or not this integration of storyline and shopping features turns into profit. And if it does, you might see more retailers and brands making this move in the future.
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