Service
Art Direction, Content Creation, Creative Strategy, Web Design, Video Production, Motion Graphics
Client
Walmart
Year
2020
Scope of Work
Walmart utilizes store managers to create and share relevant content to the social media pages of local Walmart stores. In order to achieve consistent, quality content, Walmart deploys training sessions and works with agency vendors to capture and promote quality content.
We were brought in to work with on-site employees to how the received the concept of investing in their individual personal brands in order to optimize the location’s closeness with their communities
Reimagining Walmart’s brand perception at a local level. In a time where bigger is no longer always better, Walmart found themselves needing a new approach that would shift customer sentiment in a more small-business light. Establishing a local connection between Walmart and their customers.
Identifying the Problem
General problems with scalability and adoption:
Communication
- Walmart cannot reach every local store manager efficiently to ensure participation
- Impractical expectation of quality control due to lack of available resources providing oversight and support for local store managers.
- Local store managers are not adequately trained in the use of social media and content creation.
Budget
- To capture content at the local store level with professionals, Walmart has to mobilize a corporate member and their marketing agency at a premium cost.
- To ensure training, Walmart has to deploy corporate team members to local stores
Data
- Walmart is not able to quickly or efficiently measure the success of their local marketing campaigns.
- Executives and campaign managers do not have real-time access to both internal data and external data (analytics).
- Local store managers do not have access to real-time corporate data, information, or campaign guidelines.
Designing Solutions
Develop a campaign that was representative of a model we could deploy across all national stores on a rollout scaling model where we would onboard an in-house staff to manage “micro-studios” that would be responsible for producing the content we had established templates for
Piloting a local marketing campaign utilizing a small team representative of a future “Sam Studio” as the Walmart stores’ personal marketing agency to enhance content creation, campaign adoption, local engagement, employee advocacy, and produce a lift in performance of Walmart’s Grocery Pickup service as a result of using local store social media channels as a new advertising channel.
Establish a strategy to scale local marketing campaigns powered by Walmart personnel. Bell + Ivy developed a campaign utilizing local Walmart employees to amplify brand messaging at a local level in order to encourage online pickup & delivery. Using “click to shop” technology integration, these employee recipes were transformed into shoppable digital recipe cards.
The Outcome
Walmart Cooks
Local Walmart employees were asked to submit family recipes to be featured in an employee story-driven campaign for Walmart. Established a system for employees to submit their family recipes using a form embedded on the microsite we built
Launched pilot campaign in Utah
- Conducted recorded interviews with Walmart employees who shared the stories behind the family recipes they had submitted through the campaign's recipe-submission portal I had built to support the campaign's strategic process.
- Captured engaging video content that delved into the personal stories and heritage behind each employee's family recipe.
- Art directed and creatively led the on-site video shoot for the "Walmart Cooks" pilot campaign.
- Collaborated closely with the film crew to ensure high-quality video production.
- Collaborated with a professional film crew, overseeing technical and artistic elements to produce high-quality, brand-aligned promotional videos.
- Directed the interview process, guiding Walmart employees to share their stories in a way that was both authentic and compelling for the campaign.
- Ensured the final video content aligned with the campaign’s promotional goals and Walmart’s brand values.
- Managed the technical and creative aspects of the shoot, ensuring smooth execution from start to finish.
Built a microsite to host the content from these interviews
- Site included shoppable recipe pages featuring the stories behind the employees’ recipes, as well as “add-ingredients-to-cart” functionality integrated directly with Walmart’s online store interface.
- Walmart customers were then able to purchase and order the required ingredients directly from the website using Walmart’s Online Grocery Delivery + Pickup.
- The content was shared across local Walmart store social media pages and by the individual employees via their personal social profiles to drive engagement, driven by our local-centric approach to the overall campaign.
30 Shoppable Local Walmart Employee & Community Member Recipe Pages + Ancillary Social Content.
205% increase in regional online grocery pickup and delivery orders.
203% increased engagement on organic social content.
76% increase in views per media post, organic and paid.
Employee Branding Workshops
Following the campaign activation, Bell + Ivy led follow-up workshops with Walmart executives to train them on implementation of the campaign objectives going forward. The goal was to establish a guidebook for executive leadership to guide local employees on how to use their personal brands to amplify the results achieved in the Walmart Cooks campaign using local store social media pages and developing content at a store level.
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