Even celebrity icons need a little retail therapy now and then.
Walmart’s latest campaign teamed up with football quarterback Patrick Mahomes, global superstar Becky G, and fictional but fabulous Barbie to select their top picks from Walmart and curated shoppable carts for some of their favorite moments. The selected items are available to shop on Walmart.com, bridging the gap between the glamour of celebrity lifestyle and the convenience of online shopping.
And Walmart teamed up with Roku to spread the word to 70+ million active accounts.
Showcasing the personal shopping choices of these high-profile figures offers a candid look into their interests and passions. Mahomes shops for golf gear and items for his two young children. Becky G chooses fitness equipment and cooking essentials. For Barbie it’s her gear for her biggest summer yet — like her ultimate pickleball kit or her picks for a BFF backyard hang.
Called Welcome to your Walmart, the campaign differentiates the retail giant as not just a place to buy everything — but the place to find special items tailored to your individual passions.
To support the campaign, Roku has deployed several innovative formats.
Personalized playlists. Each celebrity offers a personalized playlist on Roku with curated long- and short-form videos corresponding to their Walmart selections.
- Becky G’s Live Like a Pop Star playlist features a behind-the-scenes video of her family life, cooking competition show Batalla en Abuela's Kitchen, the Jennifer Lopez documentary Dance Again, and more.
- Barbie’s Her Biggest Summer Yet playlist features behind-the-scenes videos of the icon’s new summer sport and prep for a big night out, alongside content like musical comedy/drama Zoey’s Extraordinary Playlist, beauty business show About Face, and reality rom-com Meet Me in Paris.
- Mahomes’s playlist, Life as an MVP, features behind-the-scenes looks at the football star’s off-the-field life as a dad and family man — with videos of him on dog duty and teaching his young daughter to play sports.
Shoppable Action Ads. Inside each playlist, consumers can find shoppable ads where users can click OK to receive a link to their smartphones. For example, Barbie’s playlist reveals her newest passion — pickleball. Viewers can easily “Shop Barbie’s Walmart” to purchase the paddle-and-ball set and other items like her white visor.
Roku City storefront. Walmart has claimed its spot in Roku City, making it the first retailer to appear in our popular screensaver. As people take a break from streaming to pick out Roku City’s hidden movie and TV references, they’ll see a Walmart storefront showcasing its three celebrity collabs. It’s prime real estate, as 85% of Roku streamers have watched it scroll by.¹
An unmissable Roku platform takeover — from power on to purchase complete. The campaign features entry points in many ways that have never been done before. Walmart is using Roku’s spotlight ad to make this content accessible and capture the attention of Roku streamers. This spotlight ad appears as soon as they turn on their Roku devices. These are augmented with tiles on The Roku Channel, placements in mobile, and ads on the Roku search screen. With so many moments of engagement, the Welcome to your Walmart campaign is unmissable for consumers no matter how they navigate through the Roku platform.
"Our collaboration with Roku allows Walmart customers to discover, share, and shop favorites from three iconic personalities. By combining personal shopping choices with curated Roku playlists and a spectrum of creative experiences, we're excited to offer a new, innovative way to enhance the customer shopping experience and shorten the distance between inspiration and purchase," said Jill Toscano, Vice President of Media at Walmart.
Contact us to partner with Roku Brand Studio to create bespoke experiences for streamers.
¹ Internal Roku research: Roku City Research via Qualtrics feb ‘23; n=487 Roku users
