Walmart will use AR, purchasable content to connect brands with consumers


Dive brief:

  • Walmart is launching a campaign called “Joy. Fully ”offering live broadcasts and purchasable content, including recipes, the retail giant announced on Friday.
  • The company is also launching the first large-scale marketable recipe launch on Pinterest. The initiative allows consumers to easily add ingredients to their Walmart carts for easy shopping. Through a partnership with Facebook, Walmart offers an augmented reality lens that allows consumers use their facial expressions to choose products that “bring joy” to them, then purchase the “gift finder experience” from Walmart.
  • The announcement builds on Walmart’s purchasable recipe efforts as it aims to make it easier for consumers to plan meals and purchase ingredients.

Dive overview:

Walmart said consumers increasingly want to discover products through “content-to-commerce” means.

With recipes that can be purchased on Pinterest, Walmart offers cooking and baking ideas from its supplier partners, including General Mills, Kraft, and PepsiCo. Walmart Connect uses the Pinterest Trend Badge program, which combines high-growth searches with the official Pinterest Seal of Approval, to promote “the most relevant and current seasonal ideas” such as “Easy Bite Desserts,” which are up 462% year over year, the retailer said.

In September, Walmart announced a cross-platform partnership with Meredith Corporation that included artificial intelligence-based meal planning, buyable recipes, visual search, chatbots and more to help people plan and cook meals. Earlier this year, the retailer expanded its shopping video hub with celebrity cooking shows.

The retailer said it plans to host the campaign buyable live broadcasts with several well-known publishers, influencers and others, but did not disclose further details.

Walmart’s collaborations with Pinterest and Facebook are a continuation of the retailer’s efforts to reach new consumers through live broadcasts and AR technology. For example, the retail giant hosted a buyable live concert starring musician Kane Brown in August to boost the back-to-school excitement and has hosted several buyable live broadcasts on TikTok.

In its announcement, Walmart touted the success of its partner brand experiment in using Walmart Connect, its media company, to reach shoppers. According to its Q4 2020 numbers, campaigns in the food, clothing, consumables and toys categories saw a 13% increase in reach.

“With our new capabilities, partnerships, vendor integrations and customer activations, we’re excited to unlock an even wider range of omnichannel touchpoints this holiday to connect brands with customers through innovative technologies and inspiring social content. Kara Rousseau, vice president of marketing at Walmart Connect, wrote in the ad.

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