Walmart Campaign - Capstone 2015 - S.I. Newhouse

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The action-packed adventures of the incredible Holiday Hero and her wonder sidekick, Walmart!

June No. 1

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Agency Description

Superman was born on the planet Krypton, Spiderman was bitten by a radioactive spider, and Batman was a bored, rich orphan with a passion for vigilante justice. FRINGE has similar origins: Dom often dresses in black latex and fights data crime. Onjoli is from some strange distant planet.

Aidan has had a few run ins with radioactive elements. Jen was once bitten by a spider. Jon was actually born in 1912, but by a freak accident was cryogenically frozen for 80 years. We are FRINGE. A ragtag group of weirdos who like data and big ideas.

When we assemble expect greatness. Cats will be saved from trees, little old ladies will cross the road safely, and brands will get their socks knocked off by absolute genius.

So when you look to the sky and see a figure flying with a red cape, go get your eyes checked because you’re seeing things. If, however, you come into contact with incredible advertising genius, that’s us.

FRINGE 3

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Table of Contents Executive Summary

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Situation Analysis

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Research Methods

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Personas 14 Big Idea

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Creative Brief

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Traditional Executions

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Digital & Online

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In-Store 32 Out of Home

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Media Schedule

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Bibliography 45 5

Executive Summary In a world of holiday hassles, shoppers have lost the real meaning of the holidays...

They’re not spending time with family and friends. They’re spending it scrambling from store to store, looking for nonexistent spots in crowded parking lots, and fighting with strangers over the last toy in the aisle.

Help can come from the most unlikely of places, and heroes could be walking among us.

With over 4,000 stores in the U.S alone, Walmart is a stone’s throw away from any stressed out shopper. In

People are spending so much of their time planning and

addition to their scale, Walmart has an almost unlimited

shopping for the holidays, that they’re not able to enjoy

amount of products from which consumers can choose.

the holidays themselves. These people need someone, or

This provides shoppers with every little thing, every big

something to get them back in the holiday spirit...

thing, and everything in between they need to celebrate the holidays - all under one roof.

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With Walmart at their side, shoppers will save time, money and sanity. Everyday people will have the ability to become Holiday Heroes.

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Born July 2, 1962 to humble beginnings, all Walmart ever wanted to do was to help consumers find the lowest prices anytime, anywhere...

As time progressed, the retailer honed its skills like product variation, pricing and convenience. While Walmart’s size and strength grew, so too, did its ability to demand the lowest prices from suppliers.

With low prices from suppliers came low prices for consumers.

Walmart was able to grow to 4,000 stores throughout the country; becoming the biggest, most reliable shopper sidekick the world had ever seen.

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Strengths

Weaknesses

Opportunities

Threats

Price • Number of Locations • Variety of Products • Convenience • Raised Employee Wages • Price Match • 24-hour availability • Large charitable footprint

Growth in Online Shopping • Specialty Gifts • Wealth of Consumer Data • Exclusive Products • Same Day Delivery • Loyalty Programs • Organic Products •Neighborhood Markets

Public Image • Little Differentiation • Large Stores • Lack of Consumer Trust • High Employee Turnover • Negative Publicity • Poor In-Store Experiences • Slow to Innovate • Not an Expert in Any Particular Category

Warehouse/Club Store Growth • Economy • Shift to Support Local Businesses • Competitors Strong Product Differentiation

THE SituatioN All is well in the bustling metropolis of RetailVille.

Retailers and residents of this scrappy retail hamlet have bonded together to build a freakishly strong alliance – to the tune of $3.9 trillion at its peak. (U.S. Census) But lo and behold trouble strikes. Economic uncertainty looms on the horizon. Millions of jobs vanish. And retailers struggle to survive as roughly $400 billion is drained from their war chests. (U.S. Census) Meanwhile, a rogue band of ecommerce adversaries 10

begin to gain solid ground on retailers. The resourceful residents of Retailville flock to the competition in search of lower price points. Eventually ecommerce outlets nearly outpace brick and mortar retailers, generating $348 billion in sales compared to $419 billion in sales in 2013. (U.S. Census) The trend continues well into the holiday season – usually a time of robust reward for brick and mortar retailers.

Roughly 50% of all sales in Retailville go to e commerce providers – intensifying the battle between the two warring adversaries. (National Retail Federation)

The Villains Meanwhile…throughout the country, other retailers are meddling in the Holiday Hero’s plans. These Pseudo Sidekicks all claim they can help the hero… but wait! It’s a trap!

“The Veiled Vendor”

An e-commerce giant, with annual sales of almost $88 billion. But who is this amazing Amazon really? Can it be trusted? Through online purchasing, Amazon claims it can lower prices, expand selection, and drive convenience. But what good are these claims if you have to return your holiday gifts, because they looked better online? (Amazon.com)

“Gone iN A FLASH”

Lures the Holiday Hero in with the promise of “fashion direct from the designers…savings direct to you.” But with the incredible ability to cycle through inventory in the blink of an eye, our Holiday Hero will never know what’s in stock. “With little reliability, comes little trust.” (Business Insider)

“MR.ALMOST” With about half as many locations as Walmart, and less product variety, Target almost offers Holiday Heroes as much as Walmart does…almost. What Target lacks in location, variety and pricing, it makes up for in well maintained stores, and nice corner displays.

The Holiday Hero won’t fall for this trickery! (Wall Street Journal)

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REsearch Methodologies Consumer Research Objective

Consumer Research Questions

To further understand the holiday shopping needs and patterns of family focus shoppers in our defined demographic (Females, 18-49)

• What primary attributes define successful holiday shopping experiences for family focused shoppers?

• What factors lead to a successful holiday experience for family focused shoppers?

secondary

Syndicated

Research • Consulted white papers from the National Retail Federation and Think With Google to complement our primary research findings

Primary Personal interviews • Conducted 8 personal interviews with shoppers fitting our target audience profile • Interviewed 8 employees at Best Buy, Apple, Microsoft and TJ Maxx to better understand holiday shopping patterns, needs of our target consumer.

ONLINE Qualitative questionnaire • Qualitative questionnaire polled 113 respondents’ attitudes about their holiday, non-holiday shopping preferences

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Research • Utilized Simmons OneView to gather attitudinal, behavioral data specific to our target audience. Paired the behavioral data with Mintel market research reports.

• Consulted Comscore and eMarketer for understand our target’s media usage habits, behaviors • Used Sysomos Heartbeat to mine social media conversations in an effort to further understand consumers attitudes about Walmart

Media RESEARCH Media Research Objective: To understand which media family focused shoppers interact with the most in order to develop a highly engaging media and communications plan.

Hulu Family focused shoppers are highly engaged on Hulu (144 index).

Women ages 18-49 also account for 3.9 million users, highest number among all age groups.

SEO Family focused shoppers also utilize Google (121 index).

Total minutes (per month) for all females is 982 and women ages 18-49 account for 609 of those minutes.

Spotify Family focused shoppers also listen to Spotify frequently (129 index) Women 18-49 account for 4 million, the largest user base among female subscribers

Which media are the family focused shoppers interacting with THE most?

Pinterest Family focused shoppers are highly engaged Pinterest users (144 index)

Youtube Family focused shoppers are frequent users of YouTube (116 index)

Facebook Family focused shoppers are avid Facebook users (115 index) for overall Facebook usage.

all indexes from Simmons OneView 13

The Everyday Heroes The Social Shopper • Looks at shopping as an experience • Very internet savvy • Time is a precious commodity – wants to use it well • Online privacy is not a major concern

Batman has his bat cave. Wonder woman has her super stealth invisible jet and the boundless sanctuary of Paradise Island.

Our hero needs no grand array of gadgets or mystic retreats to complete her arsenal. She scoffs at such trinkets, choosing to forge ahead with the natural abilities that fuel her infinite success.

She fights for her family using only her natural wit and fiery intellect as her guide. She spends her time uniting humankind through lively exchanges -- dinner parties one day, bountiful brunches the next. And lest we not forget.

She does this all while manning the helm of a burgeoning entrepreneurial enterprise. Think Bruce Wayne but only 10x as awesome.

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The Value Seekers

• Low brand loyalty • Very influenced by friends and family • Uses the internet to seek help – values websites that offer product suggestions • Not completely sold on the idea of online purchases

She can’t exactly leap tall buildings in a single bound.

Or repel rapid fire with the flick of her high powered Amazonian wrist gauntlets. It wouldn’t make sense to even try since those powers hold no relevance to the people she truly loves and protects. But she can move mountains for her family without barely breaking a sweat.

Holding down a full-time job while also working to provide a healthy lifestyle for her three children. Not exactly easy for most but our hero barrels ahead, always placing her family in a position of safety and security.

She can stretch a budget to the ends of the earth - even farther if she had too. She uses the devices at her disposal - a mobile phone and a trusty browser - to ultimately lead her to victory. And like most caped crusaders, her deeds rarely are heralded by the masses. They’re done discreetly, her motivation not sullied by self promotion and fame. She loves her family and no reward or bold displays of external praise could ever cloud her selfless ambitions.

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Consumer QUOTES “So when they take time to give you something, it lets you know that they’re thinking of you even though they don’t have to.”

“When I shop for someone else, the person receiving the present is happy and I am happy to see their happiness, too.”

“I’m cheap, but I don’t want someone to make me feel cheap.”

“I want to make every moment special. So much is expected of us. I would love to go see special Christmas musicals, drive to places that have pretty lights, but we rarely have time.”

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“When I think of December I think “ugh!” There are definitely times I try to take on too much but I don’t know how to stop. I just want to make people happy.”

Consumers Place

less value in value & more value in values.

Walmart must rise to meet those demands.

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Currently for our consumers, holiday shopping consists of rushing from store to store and wasting time waiting in lines, all while under pressure to get the holidays right.

These holiday shoppers need help...

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BEcome a

holiday Hero With

At Walmart, shoppers can find every little thing and

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every big thing they need for the perfect holiday celebration, all in one place. Shopping here saves time, money, and sanity, and gives shoppers the tools they need to make the most of their the holidays, instead of stressing over them.

Walmart has everything consumers could ask for, and with over 4,000 stores throughout the country, it will always be at the their side. With everything under one roof, Walmart gives shoppers the tools and newfound power to complete their holiday shopping in the blink of an eye; transforming everyday people into Holiday Heroes.

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“Become The Holiday Hero”

Why are we advertising?

To position Walmart as the go-to sidekick during the holiday season.

TO WhoM are we talking?

Family-focused shopping enthusiasts, overwhelmed moms who are pressed for time and appreciate a good deal. They are looking to make special moments and feel pressure to make the holidays memorable for their loved ones.

What do they currently think?

“Walmart is the place to shop for cheap basics. They don’t carry anything that’s good enough to give as a gift because they choose price over quality.”

What is the single most persuasive idea we can convey?

Walmart helps you become a holiday hero.

Why should they believe it?

Walmart is there wherever and whenever I need it to be, with the most locations nationally and the most stores open 24 hours.

Are there any creative guidelines?

Portray Walmart as the side-kick to the holiday hero.

Highlight the tools Walmart offers. Prove that “Walmart is there when you need them.”

What would we like them to think?

“I can get everything I need at Walmart to make the holidays feel special.”

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Traditional Executions

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Cinema Trailer Starting in September, and running through December,

A movie could also provide busy holiday shoppers with

90-second ads will appear in movie theaters in the top 10

a much-needed break for a few hours. The Holiday Hero

DMAs. These ads will be shot in a style similar to modern

trailer will be a new and fun way to show the benefits of

superhero movie trailers. The trailer will not reveal itself as

shopping at Walmart for the holiday season.

an advertisement for Walmart until the end; the audience will think it’s a regular movie preview.

It’s the first snow of the season and all is well in the Miller family home. The kids run outside to play.

Dad: Honey, it’s snowing!

Close up on wife thinking: Their ignorance is bliss. The holidays are coming and they don’t just happen! they take planning, time.. strategy.

She pulls out her holiday to do list as villain music plays.

VO: Every hero needs a sidekick...

Mom starts to strap on gear as superhero music plays.

Cuts to her burning out of the driveway and leaving kids with mouths wide open Pulls into Walmart parking lot as Walmart ‘glows’ in the distance Mom grabs cart and begins grabbing things and putting them in the cart VO: Every little thing... (More things in cart) VO: Every big thing... (Mom pushing cart and dragging basketball hoop) Mom shuts van door and drives home to see family still playing

Quickly unclips gear and stuffs it into a closet as dad walks in Dad: Where have you been?

Mom: Just errands. (smiles and crumples list up and tosses in the garbage) Superhero music plays again with VO VO: Every little thing, every big thing and everything you need in between to become the holiday hero this year.

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TV Spot Traditional television advertisements will air September through December. These 30-second spots will highlight different aspects of the Holiday Hero’s quest. Television advertisements will appear on both cable and primetime network programming.

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Print Ads Print Ads will reinforce Walmarts role as the sidekick by

kit will reinforce the idea that Walmart has everything

acting as an actual kit. The “Holiday Helper Essentials�

shoppers need for the holidays, making it easier for

ad will transform into wrapping paper, a gift bow, four gift

consumers to become the Holiday Hero.

tags and a snowflake decorative ornament. The essentials

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Digital + Online

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Walmart App Walmart’s existing app will be enhanced with new features that streamline the holiday shopping experience for consumers. New features will include a product locator, real-time stock indicator, estimated line wait time and syncs with the MyWalmart Loyalty Card and the Walmart Holiday Helper. The app will also utilize the existing Savings Catcher program by allowing consumers to share what they saved and to save on small purchases to help them spend more on the larger purchases during the holiday season. We will promote the app through paid ads on Facebook.

Walmart.com Walmart.com would feature a “Holiday Hero Hub” page that highlights the tools Walmart offers to our Holiday Heroes. Users will be able to post gift reaction videos further enhancing the user experience for consumers.

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SEO Walmart maintains a strong online retail presence compared to other major retail outlets. Walmart.com yielded 24.6 million unique visitors during March/April 2015 alone, according to recent Quantcast figures. Traffic to other retail sites lags in comparison. Target.com amassed 10.3 million unique visits. Bestbuy.com is a close third

Keyword

Sept.-Dec. Search Volume

Homemade Christmas gift ideas DIY Christmas Gifts Personalized gifts Best Christmas cookie recipe Easy holiday appetizers/easy holiday appetizer recipes/Holiday appetizer recipes

38,100 281,700 446,000 17,050

16,230

The keywords would direct consumers to Walmart. com, which would be optimized for those search terms.

Walmart would also include curated recipe lists on the

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with 9.9 million visits and TJ Maxx, 552,526.

Our SEO campaign seeks to leverage Walmart’s online presence by driving more family focused shoppers to the main site. Walmart would purchase holiday related keywords that appeal to family focused shoppers.

Potential keywords would include the following:

Easy holiday desserts Holiday dessert ideas/holiday party desserts/holiday dessert recipes/easy holiday dessert recipes Thanksgiving recipes

15,960

18,080 738,700

Totals: 1,571,820 (SOURCE: GOOGLE ADWORDS)

site featuring items stocked by Walmart. These long-tail strategies would drive additional traffic to Walmart.com and further solidify its online dominance.

Online Streaming Spotify - Sponsored Holiday Playlists We will sponsor a variety of different holiday and Christmas playlists that Family Focused Shoppers can play during holiday parties or family road trips. The playlists will include The Ultimate Holiday Playlist, Christmas Classical, and Pop Christmas - the three most popular holiday playlists on Spotify. We will also pay for an hour of ad-free sponsored music playback.

Rationale: • According to a study by Edison Research and Triton Digital, the weekly time that an average listener spends listening to digital audio has more than doubled since 2009.

• Spotify is available across a variety of platforms including laptop, tablet, and mobile.

• In a study of 36 Spotify audio campaigns, on average audio ads on Spotify drove a 60% lift in ad recall, 21% lift in awareness, 22% brand impact, and 52% in increased brand interest over industry benchmarks.

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Online Streaming “Hulu For the Holidays” Similar to Spotify, Walmart will sponsor the “Hulu for the Holidays” entertainment guide, which includes both Thanksgiving and Christmas centric television episodes and movies. In addition to the sponsored entertainment guide, we will also insert the television ads into holiday streaming video for people who do not have Hulu Plus, which is their paid-premium service.

Rationale: • A new survey from Leichtman Research Group has found that 56% of American homes now have at least one TV connected to the Internet, more than double the 24% level from 2010” (Richmond, 2015).

• According to Hulu’s website, 82% of its subscribers are between the ages of 18-49. When you “measure Hulu’s entire audience cross-platform and include coviewership in the living room, the 18-49 reach doubles.” (“Hulu Upfront,” 2015).

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Content Creators To create helpful, holiday Youtube content, the Walmart channel would feature a total of 26 content creators through the holiday season (September through December). Select content creators from Tastemade and HGTV Handmade would produce holiday inspired videos about cooking, D.I.Y. and crafting. Each creator would create one video inspired by their favorite holiday memory.

+ Selected creators would also curate Pinterest boards on the Walmart’s Pinterest page to share with their audiences. Based on each creators specialty, they will curate a board themed to the holidays over the span of the four months.

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In-Store

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MyWalmart Card Spend before the holiday season and achieve ‘Top of the Tree’ status on their MyWalmart Loyalty Card. Benefits will include complimentary gift wrapping, free shipping, chances to earn triple points on select days, and receive 10% back on purchases made between Oct. 30 and Dec. 24. Top 10 point earners in September, October, November, and December will be entered into a 90-second, all-youcan grab sweepstakes.

Rationale: • Tracking purchases is the best way to gather information and leverage insights (actual purchase behavior is the best HH

indicator for future purchase behavior). Walmart currently uses shopper surveys to discover consumer insights, which is less efficient.

• Approximately 63% of women choose to shop at retail outlets that offer loyalty programs, according to a 2014 holiday shopping survey.

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Holiday Helper Kiosks Synqera, a retail technology startup, has discovered a way to leverage consumer data to drive brand loyalty and sales. Walmart will leverage Synquera’s platform to enhance the consumer shopping experience. Customers will be able to can scan their loyalty cards at Walmart Holiday Helper kiosks to receive personalized, ondemand shopping lists and recommendations based on predictive analytics i.e. shopping history, day of the week, time of day, social media ‘friends’ interests, and store inventory levels.

Rationale: • Consumers now expect retailers to provide more personalized shopping experiences. They expect retailers to know their preferences and interests.

• A recent Infosys survey reported that 78% of consumers are more likely to be a repeat customer if a retailer provides them with targeted, personalized offers.

• Bringing an online experience to brick-and-mortar stores can help boost in-store spending.

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Walmart

Three Dimensional Giving Ecommerce and discount retailers are providing consumers with brand named specialty items for a fraction of retail prices. Walmart can begin offering 3D printing stations in the top five DMAs. Customers would choose from a selection of pre-modeled 3D creations curated from Shapeways.com, but consumers would be able to customize selections based on color and size. Customers would pay a set fee for each model, ranging in price from $15-$50.

Rationale Consumers crave more unique gift selections and don’t associate Walmart with “special” gifts 3D printing helps consumers create memorable, personalized gifts for their loved ones - making Walmart a worthy sidekick in the holiday heroes’ shopping journey

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In-Store Atmosphere Aisle Experts:

Rationale:

• Position employees in areas in which they possess the

• The atmosphere of a place is more influential than the

most knowledge

product itself in the purchase decision (Kolter via Billings,

• Increase the number of associates working on cash

1990).

registers during peak shopping hours to reduce wait time

• Positive shopping environments increase consumer purchase intent.

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Out OF Home

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WALMART EMERGENCY HOLIDAY ESSENTIALS According to a 2012 study by Budgens, the average person forgets at least five items in their holiday shopping list. The ten most forgotten Christmas items are: batteries • tape • crackers • gift tags • cranberry sauce • wrapping paper • pigs in blankets •napkins • beer • gravy •

To highlight their already existing identity as being the go-to for basics, Walmart will create social vending machines that allow people to purchase small, easily forgotten holiday essentials.

How it Works: • Users login and post to their Facebook walls using a hashtag • Machine provides a unique user code and disperses a gift.

Placement: • Machines will be placed in the top ten busiest airports in the U.S. as many travelers tend to forget to buy holiday essentials and are strapped for time between destinations.

Walmart Machines will Contain: Wrapping Paper • 3M Hooks • Batteries • Tape • Ribbon • Gift Bags • Tissue Paper • Gift Tags •

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WALMARt Virtual Stores Virtual stores allow smartphone carting consumers to scan the barcodes of corresponding photos of products that are then delivered to the consumer’s home by the end of the day. Existing infrastructure and supply chain would allow Walmart to create and dominate the virtual store market place. Walmart could partner with existing rideshare app, Sidecar, to ensure efficient delivery and reduce logistical costs.

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• Initial rollouts would be concentrated in high traffic areas like Grand Central Station or Chicago O’Hare Airport. High foot traffic placement would lead to more social buzz.

• After initial rollouts, virtual stores could be placed strategically throughout shopping centers near competitor’s stores. This would allow shoppers to buy similar products without having to enter the stores and fight through large crowds.

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PR Events 12 Days of Christmas Takeovers Walmart will go into towns with Christmas-themed names from December 1st - December 12. Walmart will fully decorate each town with lights and other Christmas decorations and distribute gifts to residents of the town when they wake up in the morning. This will incite social buzz for Walmart in a positive way and create special moments and stories for these 12, holiday named towns.

Noel, Missouri Evergreen, Alabama Garland, Texas Christmas, Florida Bethlehem, Pennsylvania North Pole, New York Christmas Cove, Maine Santa Claus, Indiana Joy, Illinois Snowflake, Arizona Lake Donner, California Christmas Valley, Oregon

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Heroes Home for the Holidays Walmart’s charitable footprint is often overshadowed by negative media events. The “Soldier Take Over” campaign leverages Walmart’s existing charitable contributions and further positions it as the quintessential sidekick to everyday heroes – specifically military families that sacrifice dearly for freedom’s sake. Walmart would invite 50 military families in Fort Bragg, N.C., to the local supercenter for a $500 shopping spree with one added twist. Military soldiers will staff the supercenter and reunite with their loved ones as they shop. Walmart would also feature the video on its branded YouTube channel to create a highly shareable holiday moment.

Rationale • Consumers associate Walmart with negative media events • Consumers value brands that align with their social values • Consumers don’t trust Walmart and they allow that mistrust to influence their purchasing decisions. The Soldier Takeover will help bolster positive brand sentiment.

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Media Schedule September 2015 through december 2015

$1,155,485

r

$269,010

te m be

$26,250 $40,000

ep

$5,000

S

$597,750 $0 $1,811,540

r

$307,440

C

to be

$26,250

$48,500

O

$7,500 $797,000 $725,000 $2,497,150

r be ve m

magazines

$384,300

$46,250

social media

no

$70,000

digital streaming

$12,500 $1,195,750

search

$725,000 $2,497,150

r

$66,250

be em

cinema ooh media

$384,300

$110,000 $15,000 $1,594,000

d

ec

TV

$725,000

total: $16,139,025

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CAMPAIGN COST BREAKDOWN IN-STORE 13.4%

PAID 84.5% MAGAZINES All You Allure American Baby Baby Talk Cosmopolitan Essence Family Fun Glamour In Touch Weekly OK! USA Parenting Early Years Parenting School Years Parents STAR Women’s Health

EVENTS 1.1% OWNED 0.09%

Cable ABC Family Disney Channel Nickelodeon

Network/Primetime ABC CBS NBC FOX

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Measurement & metrics Facebook

App

- Total number of app downloads

- Total number of users - Time spent in app - Acquisition

YouTube - Total number of views

Hulu - Total number of streams, viewers

- Total number of points earned, redeemed - Total number of customer sign ups

Spotify

SEO

- Total number of playlist followers

- Traffic to Walmart.com - Total unique visits generated by specific holiday keywords

Pinterest - Total number of re-pins, traffic to Walmart’s website

Social Vending Machines Virtual Store - Total purchases

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Loyalty

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