WHY BELLIWELLI'S CO-FOUNDER AND CEO IS FILMING SKITS IN WALMART AT NIGHT

Summary from the TLDR Marketing newsletter

BelliWelli's CEO treats short-form production as core to her job because the skits drive so much of the brand's retail traffic. The improvised Walmart scenes, staged with about 65 rotating actors, show shoppers fighting over the fiber supplement so viewers wonder why it's in such demand. The videos run organically, not as ads, and the brand leans into cringe because it gets noticed. Filming in stores also gives Wilson regular conversations with shoppers about what they reach for in the category.