Walmart is rethinking what living better Means.
A live client winner for a Walmart and the Brandcenter project.
My Role: Research, Business Case, Strategy, Communication Plan, and Deliverable Rationale
My Team: Kendall Boron (Art Director), Meg Monroe (Experience Designer), Shaunda Lambert-Gary (Strategist), and Joe Kuhns (Copywriter).
Ask
Develop a campaign to position Walmart as a go-to digital destination for shopping.
Problem
In people’s minds, Walmart is known as a physical retailer in an increasingly digital world.
Solution
Reintroduce the benefits of Walmart’s app and website to speak to people’s demand for ease and convenience.
The Evolution of Living Better
Walmart has been helping people Live Better for decades. From accessibility, philanthropy, serving small businesses, convenience, sustainability, and technology, Walmart has evolved what living better means for its customers.
Demands and decisions turned digital.
Today, living better means meeting people’s needs and demands - digitally.
80% of customer interactions with brands are expected to happen via digital channels by 2025.
Digital Transition Challenge
As consumer interactions with brands have become increasingly digital, Walmart faces the challenge of redirecting its customers' shopping habits from the physical to the digital realm. In the minds of many, Walmart remains synonymous with brick-and-mortar retail in an ever-more digital world.
People are looking for a shopping experience that is
Seamless - 67% of shoppers say connected experiences are very important.
Consistent - 68% of consumers say consistency across channels is very important to win their business.
Personalized - 68% of Millennials and Gen Zers like it when retailers personalize based on their purchase history.
Convenient - Over 65% of all consumers 18+ always look for things and brands that make their life easier.
Consumer truth
People desire ease and simplicity, so they avoid the unnecessary or complicated.
opportunity
Reintroduce the benefits of Walmart’s app and website to speak to people’s demand for ease and convenience.
The Strategy
Living Better means no interruptions.
It’s time to remind people they have the power to reclaim their time.
All while getting a little disruptive in messaging to remind people shopping at Walmart is just as easy digitally.
Let’s get disruptive, Unruly, and Uninhibited.
Let’s Get out of line.
The Plan
reintroducing Walmart’s digital platforms.
Stage 1: Awareness
Getting attention by reintroducing Walmart’s digital ecosystem: app and e-commerce website.
Stage 2: Consideration
Highlighting the benefits of the app and website when it comes to the personal shopping experience.
Stage 3: Adoption & Usage
Encouraging app downloads and usage of the website and app.
Stage 1: Out of line and in people’s faces.
Streamed TV
Leverage the pre-existing partnership with Paramount+ to reach the second-largest share of Millennial subscribers with a streaming disruptive ad spot that shows how customers can save time to do what they want with the Walmart app and website.
OOH
Capitalize on the reach and visibility of out-of-home advertising to demonstrate how the Walmart app and website provide ease and efficiency.
Stage 2: Out of line and in your head.
Social
Reach the younger audience by meeting them where they show up digitally: Instagram, Twitter, and TikTok with content that creates conversations about how Walmart can simplify their digital shopping needs.
Stage 3: Out of line and in this together.
In-Store
Use the visibility and reach of over 230 million customers visiting Walmart each week to encourage shopping on the app or website through humorous signage.
App Reward
Give customers a reason to shop on the app through rewards for their app purchases.