WALMART HOLIDAY HUB
BACKGROUND
Between whipping up the perfect Thanksgiving dinner for your loved ones and finding the popular gifts on each family member’s
wish lists—the holidays are a stressful time. During Holiday 2014, Walmart set out to “win” holiday by growing its relationship with
customers beyond the store and easing customer stresses with a strategic omni-channel, content-centric campaign.
THE EXPERIENCE
The Holiday Hub on Walmart.com was dotcom’s first integrated experience that included aggregated content for users to “lean
back” (browse) or “lean in” (search). The online video content was utility-based, how-tos and tips aimed to help customers save
money and live better during each Holiday moment (i.e., Thanksgiving Meal solutions, Black Friday events, Guide to
Entertaining Guests, Top Gifts of the Season, and Christmas Meal solutions). The quality content was pivotal in shifting consumer
mindset from “Walmart the retail location” to “Walmart the live necessity.”
THE DRIVERS
While we did capture organic views on Walmart.com and the Walmart YouTube channel, there was paid media (which acted as a
catalyst for earned media) driving to the Holiday Hub content:
• Digital Display and Mobile Banners
• Paid Social Posts
• Pre-Roll Units (including YouTube’s TruView)
• Wishabi (e-Circular video placements)
WALMART HOLIDAY BY THE NUMBERS
• Number of A-list celebrities featured in Walmart Holiday Hub campaign: 2
• Number of reindeer on production set: 1
• Number of different agencies using the same production studio: 6
• Number of Swirl employees that worked on the Holiday Hub campaign: 35
• Swirl delivered:
• 100+ content videos
• 300+ social posts
• 200+ banner executions
• 1,000s of image assets
• Number of different types of video content: 4
• Number of products secured for Holiday content: 225+
• Number of Holiday initiative ecosystems: 12
• Number of unique viewers to the Holiday Hub on Walmart.com during November 1 – January 2: 5,177,728
• Sales lift attributed to Holiday Hub on Walmart.com: $471,724,928
• Number of pages on Walmart.com viewed between Thanksgiving and Cyber Monday: 1.5 billion
(Walmart reported that Cyber Monday was its biggest online day ever!)
Social Channel Playbooks
We developed these playbooks to assist the client in comprehending the operational dynamics and creative implementations of various social channels. They served to enhance their understanding of how their creative content was performing and provided valuable insights into the analytics of each creative, enabling them to make informed decisions for future rounds of creativity.
Holiday
Simple Meals
Facebook Posts
