The Spring Shop-Along: Beauty Edition livestream shopping experience gave users the chance to shop live for items featured in creator content directly in the app - they never had to leave the platform. After executing our December shopping event, our biggest learning was that there is a desire from users for commerce on TikTok. We were excited to be at the forefront of this shopping innovation with our first event in December, and we want to continue to test and learn to see what’s possible for shopping in the fastest growing community on social media.”Īre these TikTok livestreams more about sales or brand awareness? We also like the idea of being a retail leader and charting new territory for our brand and our customers. That includes millennials and young families, who are our target demo, as well as GenZers, who may be new to engaging with our brand. And, yes, this activation will help us reach important customers. These experiences will give TikTok users a new way to discover and shop our assortment of products from national, private and Black-owned beauty brands at incredible price points. TikTok and these events give us an opportunity to highlight our product assortment - in this case, beauty items - on a platform where users are looking for inspiration. “We’re focused on building relationships with our customers and meeting them where they are. Why is TikTok so important for Walmart? Are you engaging existing customers or drawing in new, younger shoppers? This helps us ‘join in’ through owned content and one-on-one engagement, so we can authentically talk to users about what we offer.” We want to get as close to real-time moderation as we can, to understand what kind of fun users are having and what they’re talking about. Here, we’re focused on tapping into current trends. For TikTok, specifically, we’ve been on the platform since October 2019. We’re focused on showcasing our broad assortment of quality products in ways that are fun and engaging and improve the perception of our brand. to show that we ‘get’ them and understand how to fit into their lives. “Our overall social strategy is centered around engaging with customers on their terms, on channels they love. How did Walmart first develop its TikTok strategy? Walmart has also ensured that the store experience matches its digital offering and vice versa with the hiring of Musab Balbale, the vp of omnichannel beauty, last fall.Īhead, White breaks down Walmart’s TikTok roadmap. The company elevated its beauty positioning pre-pandemic and during, with exclusive brands like Mindy McKnight’s Hairitage and new lines like The Lip Bar. “The platform is a destination where users are visiting to discover the latest beauty products or to be inspired to pull together a new look via tutorials from their favorite creators,” he said. Beauty is an especially ripe category for TikTok, said Walmart CMO William White.
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