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The Retail Media Shakeup: Walmart Connect and TikTok

Imagine being at the intersection of data-driven retail strategy and social media magic. That's precisely where Walmart Connect and TikTok are taking us. Walmart Connect announced last week the expansion of their first-to-market pilot with TikTok to include all Managed Serve advertisers. This partnership is designed to help increase brand awareness and revenue among highly engaged audiences, and showcase sales impact driven

through TikTok media. TikTok has proven to be a powerful platform in inspiring consumer action. In fact, 79% of users believe that TikTok inspires them to buy or try new products.


TikTok and Walmart ad on mobile device
TikTok Ad. Source: Walmart Connect

What's in It for Brands at Walmart?


  1. Laser-Focused Targeting: TikTok boasts a massive and engaged user base. Walmart Connect brings the retail data to the party. Now you can build a robust, social retail strategy by tapping into under-penetrated Gen Z and Millennial demographics on TikTok while harnessing Walmart. Connect's proprietary first-party data. What's the result? You can now hit your target audience with better precision. According to Walmart and TikTok's own first party data, brands have seen a 3.5x boost in ROAS (Return on Ad Spend). That's some serious ROI.

  2. Innovation Galore: Walmart Connect's innovation partner program, launched in late 2022, is where the magic unfolds. TikTok, along with Snapchat, Firework, TalkShopLive, and Roku, is offering a front-row seat to the world of cutting-edge advertising solutions. Brands participating in this program have witnessed an increase in click-through rates.

  3. Retail Media Strategy: At the Bluebird Group, we know how to navigate the data-driven retail media landscape. Jacob Snelson, Chief Retail Media Officer at the Bluebird Group, says, "Our goal at the Bluebird Group is to create a cohesive retail marketing strategy targeting a certain audience and getting them to convert no matter what platform they are on."


Feeling overwhelmed by all this change in retail media? We are your co-pilots transforming data into retail success every day for brands large and small, ensuring your brand shines brilliantly across every platform.

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