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Walmart Mom TV: “Sold”
Issue:
Walmart’s strength as the leading everyday retailer was a liability during the holidays, when finding the hottest “must-have” toys trumped Walmart’s value promise. It’s the one time of the year people bought more toys at specialty toy stores than at Walmart.
Insight:
For kids and moms, the holidays are all about getting it right. For kids, it’s about getting the “right” toy. For parents, it’s about getting the holidays “right”.
“Two months of planning meals, family travel, shopping, decorations, all comes down to that moment under the tree.”
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Wally & Marty -
Walmart Kid TV: “Toyland” -
Walmart Holiday Print Ad -
Walmart Toyland Store Concept
Solution:
Our multi-faceted “Wish List” program created the circuitry for an ongoing dialogue between kids and moms about how Walmart could make their holiday dreams come true.
In addition, we created the retail giant’s first-ever, kid equity characters. Our renegade elves, Wally & Marty, were hardwired to populate a demanding range of channels: from in-store to online, to catalogs, advertising, digital comics, partnerships and more.
Results:
- In its first year, our Wish List campaign increased sales $430MM.
- Our “Toyland of the Future” test stores saw initial sales increases averaging 39% vs. same stores sales for the first two months vs. stores that did not participate. Stores realized a 23% increase over non-Toyland stores in 2008.
- Walmart Catalog: Stores with the catalog program enjoyed $229MM in incremental sales, a 228% increase.
- Moms were 88% more likely to buy a toy from Walmart if her child showed it to her in the Walmart catalog.