A fully
shoppable Romcom
As an unapologetic RomCom and Romance novel lover, getting the opportunity to write and produce our very own Christmas RomCom seemed like something dreamed up on the Hallmark channel.
Then we pitched the idea to Walmart.
A holiday romcom, starring a big city girl heading back to her small town for Christmas, where she bumps in to an old flame. In a Walmart.
But this wasn’t just any old romance feature. Because everything in Add To Heart – from the wardrobe, to the set decor, to the very lipgloss Jessica swipes on before getting that magical first kiss – was totally shoppable.
In a time where almost nothing is NBDB, a shoppable romcom was truly the first of its kind. Or as we called it: RomCommerce.
Watch the trailer BELOW!
We split the “movie” into
23 bingeable episodes,
and released the whole series on TikTok, YouTube,
and Roku.
In partnership with TikTok, priority products appeared in shoppable tiles throughout each episode so viewers could snag all the hottest items.
Part 1
We meet our leading lady in the midst of a difficult decision… and a difficult boss.
Part 16
Jessica hits the small town Christmas party, where romance and party platters await…
Part 23
And she lives happily ever after… but with Javi?
Or Teddy?
“The ‘RomCommerce’ era is here” - Adweek
“An important milestone in the history of retail” - Forbes
“The studio behind this new series isn’t Universal or Paramount – it’s Walmart.” - The Wallstreet Journal
“The ‘RomCommerce’ era is here” - Adweek “An important milestone in the history of retail” - Forbes “The studio behind this new series isn’t Universal or Paramount – it’s Walmart.” - The Wallstreet Journal
A fully 360 shoppable experience
From spotify playlists to in person screening for real couples who met at Walmarts, the campaign scaled across all media types.
Products were organized by theme and aesthetic on the website making everything in the movie easy to find and shop.
Client: Walmart
DIRECTED BY ERICA DUNTON
PRODUCED BY MERMAN
Credits
Creative Team:
Nikki Baker, CCO
Travis Parr, ECD
Abby Gross, CD
Caitlin Fitzgibbons, CD
Sara Cummings, CD
Grace Geary, AD
Kayla Hall, CW
ADDITIONAL COLLABORATIVE AGENCIES INCLUDE THE COMMUNITY, CONTENDER, PUBLICIS NY AND DIGITAS.