Merman’s “Add to Heart” Series for Walmart Wins a Gold Effie Award for Media Innovation

The Merman-produced campaign, “Add to Heart,” a 23-episode shoppable “RomCommerce” series created for Walmart, has won a Gold Effie Award for Media Innovation. Directed by Erica Dunton, the campaign transformed entertainment into an interactive retail experience, featuring over 330 on-screen, buy-now products that blurred the line between content and commerce, setting a new standard for how media and retail can converge. It earned praise from the Effie judges for its creative execution and platform-savvy distribution.

Launched across TikTok, Roku, and YouTube, the shoppable interactive series centers on a NYC-based interior design assistant named Jessica, whose boyfriend proposes to her. They’ve only dated for six months. Is he really the one? We think not. Especially after witnessing a chance encounter Jessica has with her ex-boyfriend Javi during the holidays. Their meet-cute takes place at Walmart, of course!

Check out the trailer here.