First Media x Walmart

Custom Content

Driving Innovation in Social Commerce for Walmart with a Shoppable 360-Degree Content Experience

The Partnership

Walmart partnered with So Yummy to enhance social commerce efforts through a groundbreaking, 100% shoppable, 360-degree content-to-commerce campaign. The organic campaign generated over 85 million views and 154,000 clicks to the shoppable landing page. So Yummy also launched Unbox’d, a custom TV show featuring Walmart products with shoppable text codes, earning nearly 7 million views and 63,000 clicks. This award-winning strategy drove 3x ROAS and 343,000 clicks to Walmart.com, setting a new standard for multi-channel content distribution.
Content Theme

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Custom Photoshoot

This partnership helped Walmart take further strides in ramping up its social commerce. While the organic social campaign alone garnered more than 85 million total video views with 154,000 clicks to the shoppable landing page, So Yummy had also crafted a custom TV show, Unbox’d to take the campaign to the next level. The show exclusively featured Walmart products and audiences could get the ingredients from the show sent directly to their home through a text code. Unbox’d earned almost 7 million total views and 63,000 link clicks across all platforms.

Lift organic reach with targeted boost baked in, CPV Guaranteed

Organic


12 Videos | Reached a guaranteed audience of over 55 million US consumers

Original TV Series

Shoppable


Paid media creative retargeting those who engaged with the organic content and driving them to add all ingredients to cart

Influencer


A 10-part competition series featuring TikTok influencers who cooked with Walmart ingredients, judged by So Yummy hosts, with viewers able to purchase ingredients directly via a shoppable link.

Custom Photography


Stunning custom photography for each recipe created, tailored to Walmart’s brand aesthetic and delivered with full usage rights to enhance campaign impact across all channels.
Organic


Inspire our audience to recreate delicious recipes with Walmart products by creating custom content, distributing it across all social platforms and amplifying a seamless path to purchase.​

Social Amplification - Unbox’d garnered
55M+
US Consumers
85M+
Views
4M+
Engagements​
154K+
Link Clicks
Original TV Series

Custom series exclusively featuring Walmart products, Unbox’d, was a 10-part competition that challenged food influencers to cook using a mystery box of Walmart ingredients. In each episode, three TikTok creators receive the box at home alongside a $15 Walmart Gift Card. Making use of the ingredients given and the ability to purchase supplemental items, the clock starts ticking but because tasting isn’t an option, influencers are judged by our So Yummy studio hosts who score based on resourcefulness, technique, and presentation – Using their video content as the source of judgment!​ Viewers could purchase ingredients directly through a text link leading to the shoppable destination and Walmart cart (to receive the shoppable recipes) ​

Social Amplification - Unbox’d garnered
7M+
Views
63K+
Link Clicks
1M+
Reactions And Engagements​​
1M+
Additional Engagement​
Shoppable


Retargeted paid media with direct CTA to shop all ingredients and add to cart in just one click!​ Dynamic Ads driving direct awareness and action of shoppability through delicious custom recipes with Walmart.​

Social Shoppable Content
9M+
Views​
343K+
Clicks​
3x
ROAS
63%
Increased ROAS
27K
Garnered direct purchases​ of over ​
Influencer

Custom Photography

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