Walmart Leverages TikTok to Reach Millennial Parents
Grace Mahas — June 29, 2020 — Marketing
As more Millennials join the social media app TikTok, American multinational retailer Walmart is hopping on the platform with a dance-themed, interactive campaign — #DealDropDance.
The campaign debuted for Black Friday and asked shoppers to showcase how the savings at the superstore made them "move" with the song 'Water Me' and the hashtags #DealDropDance and #contest. To promote the contest, Walmart featured beloved actor Terry Crews as its brand ambassador and also signed on six influencers including Montanatucker, dreaknowsbest, bdash_2, kidrl, kingcamo_1, OurFire.
The #DealDropDance hashtag challenge generated a staggering 3.6 billion views and showcased the brand's success on the platform. We can expect to see other large-scale brands begin using the platform more frequently.
Image Credit: @Walmart/TikTok
The campaign debuted for Black Friday and asked shoppers to showcase how the savings at the superstore made them "move" with the song 'Water Me' and the hashtags #DealDropDance and #contest. To promote the contest, Walmart featured beloved actor Terry Crews as its brand ambassador and also signed on six influencers including Montanatucker, dreaknowsbest, bdash_2, kidrl, kingcamo_1, OurFire.
The #DealDropDance hashtag challenge generated a staggering 3.6 billion views and showcased the brand's success on the platform. We can expect to see other large-scale brands begin using the platform more frequently.
Image Credit: @Walmart/TikTok
Trend Themes
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Interactive Campaigns — Opportunity for brands to engage with consumers through interactive and creative campaigns on social media platforms like TikTok.
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Influencer Marketing — Chance for brands to collaborate with popular influencers to reach a wider audience and increase brand visibility.
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Large-scale Brand Adoption — Anticipation of other major brands leveraging TikTok as a marketing platform to tap into the growing Millennial user base.
Industry Implications
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Retail — Retailers can explore dance-based campaigns on social media to connect with Millennial consumers and drive engagement.
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Entertainment — Opportunity for media and entertainment companies to leverage TikTok's popularity and engage with a large audience through dance-themed campaigns.
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Advertising and Marketing — Disruptive innovation opportunity for advertising and marketing agencies to incorporate interactive campaigns and influencer collaborations on TikTok for brand promotion.
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