Andy Cohen\u2019s name might indelibly be associated with the dropping of a certain ball in Times Square, but the busy media personality wants to make sure you don\u2019t drop the ball when it comes to your New Year\u2019s resolutions.<\/p>\n<\/div>\n<\/div>\n
In \u201cSave Your Resolutions,\u201d a new campaign from Walmart created by agency Deutsch LA, Cohen\u2014who co-hosts CNN\u2019s annual New Year\u2019s Eve broadcast with Anderson Cooper when he isn\u2019t overseeing his own media empire\u2014encourages the audience to resist the temptations of Quitters Day. This so-called holiday takes place on the second Friday of January, when freshly made promises at the start of the year tend to be abandoned.<\/p>\n
Declaring \u201cNew Year\u2019s is kinda my thing,\u201d Cohen acknowledges the challenge of staying committed to resolutions. He watches as meditations get upended by loud texts, family sporting activities lose the love, aspiring artists quickly lose discipline and exercise equipment becomes an expensive clothing rack.<\/p>\n
He then expounds on how the retailer\u2019s membership service, Walmart+, can help people achieve their resolution of saving money while saving them from \u201cbailing\u201d on others, such as planning social activities at home, taking road trips and allotting \u201cme time.\u201d<\/p>\n
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\u201cWe knew going into this work that New Year\u2019s resolutions are hard to keep,\u201d David Hartman, vp, creative for Walmart, told Adweek. \u201cWhen I heard [about Quitters Day], I thought, \u2018Yes, obviously, at some point during the middle of January, myself and so many other people are gonna drop out of what seemed like fantastic New Year\u2019s resolutions.\u2019 But we\u2019re hoping with this work and with Andy as a big part of it, we can help our customers save their New Year\u2019s resolutions.\u201d<\/p>\n
The campaign launched on Jan. 10 and will run throughout the month on YouTube, TikTok and Pandora, with cross-channel amplification through linear integration, pause ad features and a package buy on Peacock, which airs Cohen\u2019s Bravo network shows. (He produces the Real Housewives franchise, spinoff Vanderpump Rules and late-night talk show Watch What Happens Live.)<\/p>\n
As part of that package, Walmart will sponsor \u201cRaising the Bar,\u201d a branded integration, and run a QR code overlay driving viewers to sign up for the service following the season premiere of Vanderpump Rules on Jan. 30. There will be additional promotion on the show\u2019s social channels, including an after-show extension on Facebook.<\/p>\n
Cohen will also do press promotion and share organic posts on social created by him and other influencers tapped to promote the service, which is offering $50 in Walmart cash to shoppers who sign up for an annual membership during the month.<\/p>\n