Situation: Consumers have to hunt and find the dress, the earrings or that suitcase that they were introduced to in their favorite show. It takes an inordinate amount of time to find that precise match and more often than not consumers give up trying.

Brief: How to activate the power of the Bravo fandom and Below Deck Mediterranean viewers in a unique way to encourage discovery and engagement with Walmart’s extensive catalogue.

Objectives: Drive awareness and engagement

Leveraging KERV AI technology to precision match products featured in Below Deck Mediterranean with Walmart’s extensive catalog. Through innovative shoppable Peacock ad products, viewers could seamlessly browse and shop products aligned with specific scenes throughout the season and instantly check out on Walmart.com. To educate viewers to shop products inspired by episodes, we implemented the following units for each part of the viewer journey.

1) Brand Tag: Education on platform for users to identify the show is shoppable.

2) Bumper: Informational video opener alerting users to stay tuned during the show to shop products.

3) Engagement Ads: Interactive ad unit, powered by BrightLine, featuring Walmart products inspired by the episode and a QR code redirecting users to Walmart.com

4) Pause Ad: Users pausing the episode see custom graphic prompting them to scan QR code to shop the episode

5) In-Show QR Code: End-of-show panel with QR code driving to Walmart.com

According to Forbes, we’re in a new age of the "emotional brand." People are looking to connect with brands on a more personal, emotional level. We partnered with Walmart to overcome the following challenges. When we observed significant uptick in impressions, this validated the effectiveness of our strategy and potential for TV-based shopping.

1) Educating Viewers to Shop the Show: Consumers want options and ease. Evolving their shopping behavior required a thoughtful strategy to educate them, which we accomplished through innovative Peacock ad products, transforming shopping for TV viewers.

2) Inventory Management: Monitoring real-time inventory to match availability at Walmart was constantly fluctuating. We connected to Walmart’s catalog, ensuring we had real-time updates on inventory levels for products.

3) Product Matching: To focus on products featured on Below Deck that correlated with Walmart’s extensive product offerings, we leveraged AI to precision match with high confidence levels to Walmart’s catalog.

Business impact:

1) 20.2M Total Impressions

2) +186% Scan Rate Lift vs. Benchmark (.17%)

3) +25% Interaction Rate % Lift vs. Norms (1.12% Interaction Rate)

Brand perception:

1) “They carry high-quality products for the home at affordable prices”

2) “Walmart has brands for everyone and everything”

3) “I didn’t know Walmart had décor like the ones featured on the ship”

*Quotes Source: Reach3 Below Deck Med Walmart Study, Nov '23-Feb '24"

Achievement against the original challenge / client satisfaction:

Due to the successful results of the campaign, Walmart is currently in the process of signing a renewal.