Marshalls is featuring actress Lindsay Lohan in its “Unwrap the Internet” holiday campaign, an initiative inspired by online communities and their shared interests.
The campaign with Lohan (pictured above) will deliver holiday gift guides built around seven influential online personalities and creators who drew on their audiences to help curate product selections, Marshalls reported. Designed to translate inline conversations into shoppable gift guides, “Unwrap the Internet” offers gifting inspiration across a range of budgets and interests, the retailer noted.
Marshalls has developed a four-part video series for the holiday campaign that follows Lohan as she steps into corners of the Internet relevant to the seven creators, demonstrating how the retailer can deliver unexpected gifting discoveries across its expansive mix of merchandise, popular brands and accessible price points. The guides leverage perspectives and community recommendations from online sources, as the TJX Cos. banner describes it. The guides showcase high-quality gifts, including stocking stuffers for less than $10, and span product categories and price points.
The gift guides include “Dinner Party Darlings,” co-curated by Isabelle Heikens, the creator behind the hosting series “Dinner at Isabelle’s.” The guide features gifts for people who love to have people over and can include serveware, glassware, kitchen essentials and festive fashions. Another guide, “Bookish Club,” co-curated by Eden Yonas, a reviewer and founder of Eden’s Archives, a community of 550,000 fellow readers. It is set to offer items such as colorful mugs, plush slippers, statement lamps and comfy accent chairs, Marshalls noted.
“With inspiration everywhere, from the communities we follow to the conversations we’re having online, Unwrap the Internet brings those interests to life and helps people discover gifts they’ll genuinely be excited to give and receive,” said Emily Trent, Marshalls’ senior vice president and head of marketing. “The way we buy means there is always something new to find at Marshalls, with an ever-changing assortment of high-quality finds that spans interests and price points. That breadth allows us to move beyond one-size-fits-all gifting and offer something for every kind of shopper, whether they’re shopping early or right down to the wire. Just as importantly, we wanted the campaign to be fun, with entertaining content that celebrates the many interests that bring people together and the joy of finding something unexpected.”\
