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Walmart is schooling parents in what their kids actually like.
A new five-minute spot, titled “School Style Decoded,” is a music video that promotes the back-to-school trends most popular with kids. TikTok fashion influencer Taylen Biggs and YouTuber Kat Stickler star in the ad, with Biggs leading a school in a musical performance that shows parents what trends are cool — and maybe more importantly, what isn’t cool.
When Stickler tells Biggs that her outfit “slays,” Biggs corrects her that the correct term is “ate.” She also says that preppy clothes are cool again “but it’s different than it was in the 1900s.” The halls of the school are filled with Ozark Trail tumblers, headphones and face stickers. Crocs and cowboy boots run rampant. And chalk on the playground reads, “All rizz no cap.”
The spot was created with several Publicis Groupe agencies.
Similar to Walmart’s other recent campaigns, people can shop 250 products featured in the spot, including clothes and school supplies, through YouTube and Roku. Clicking through from YouTube will lead to Walmart.com, and Roku ads will include a Text to Shop feature.
Walmart previously used shoppable technology to allow people to buy 350 products featured in its romantic comedy-themed holiday campaign.
The goal is to shorten how long it takes people to buy products that they’re interested in, Walmart chief marketing officer William White previously told ADWEEK. White cited that 60% of Americans want to buy products through social media, an insight that’s been used in creating the retailer’s campaigns.
The ad, as well as 15-second clips, will run across TikTok, Instagram, Facebook and Snap with links to Walmart.com. Walmart is also making a few of its TikTok ads shoppable on TikTok’s platform.
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