CLIENT
Walmart Canada
Agatha Wronecka, Vice President of Marketing Communications
Hailey Dedominicis, Director of Creative & Content
Ryan Bowen, Director of Content Production
Nathan Fortune, Manager of Creative Content
Sherin Yassan , VP, Marketing & Customer Experience
Julie Unsworth , Senior Director, Seasonal & Corporate Marketing
Melissa Pereira, Senior Marketing Manager, Seasonal Marketing
Neil Rennert , Director of Customer Insights
AGENCY
Emily Lewis Keane, Vice President of Strategy
Anthony Atkinson, Executive Creative Director
Dana Ciani, Creative Director
Alyssa Graff, Creative Director
Melissa Tobenstein, Vice President, Managing Director
Mark Dowsett, Group Business Director
Robin McCarthy, Account Coordinator
Michael Strasser , Senior Strategy Director
Starcom Canada
Taline Erhardt, Group Account Director
Laura Maclean , SVP, Group Account Director
Richard Rebelo , Supervisor, Media Planning
Church+State
Sara Audrain, Director of Client Services
Andrew Parsons, Creative Director
Ophelie Zalcmanis-Lai , Senior Strategist
Jamez Townsend , Art Director
Abbie Jack, Account
SUMMARY
This is a paper about how we won the Back to School season by re-engaging Canadian families with our brand, positioning Walmart as an everyday ally amid a cost-of-living crisis. With above norm engagement and brand link, we defended our #1 BTS rank against fierce competition, grew our share of wallet to widen the gap, and even took our key competitor’s crown in BTS Apparel, gaining #1 rank. Ultimately, we exceeded our sales target for the campaign period. And best of all, we did it all while making Canadian’s smile.
