Regional Revamp: Reshaping Retail Brand Sentiment
Category:
Corporate Brand Development
Opportunity
Walmart, Inc. wanted to increase local content output, social media engagement and promote their Online Grocery Pickup using personnel branding.
Response
Our team launched a local campaign in Utah that utilized employees to create employee-generated content. We collected family recipes from local store associates, corporate associates, and the local community. Shoppable recipe pages were created for each recipe and promoted on corporate social media channels nationally. All recipe content was made 'shoppable" (no matter the media type) using a click-to-cart function that added ingredients to a Walmart Grocery Pickup cart at their closest Walmart store. The content was promoted on local Salt Lake City store social media pages as well as all 4700 local Walmart social media pages over 60 days.
Results
Walmart, Inc. wanted to increase local content output, and social media engagement and promote their Online Grocery Pickup using personnel branding.
Employee generated content on these pages saw the following:
These results were measured against the local content averages as benchmarks*
- 205% higher engagements on posts
- 203% higher engagement rates on posts
- 76% higher video views per post
Campaign Highlights
Assets & Deliverables
