Retail giant Walmart and marketplace Wayfair have both been investing in content creation to drive customer relationships and online sales. This has included creating short-form episodic romantic comedies while working with celebrities and influencers who share their favorite products to try out.
Speaking during ADWEEK’s Commerceweek event, Sarah Henry, vice president and head of content, influencer, and commerce for Walmart, and Alex Frias, head of integrated marketing at Wayfair, discussed how they were both using creators and influencers, as well as streaming platforms, to encourage product discovery.
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