CLIENT
Walmart
William White, CMO
Casey Schlaybaugh, VP Brand Marketing
David Hartman, VP Creative & Design
Russ Mischner, Senior Director, Creative Strategy
Allison Romeu, Associate Director, Creative & Brand Strategy
Courtney Carlson, SVP, Category Marketing
Roma Vakil, VP, Head of Marketing
Alex Picciano, Director, Strategy
Daria Cavalli, Associate Director, Strategy
Brendon Voss, Senior Manager, Media
Rachel Nipper, Director, Corporate Communications
AGENCY
Chris MacNeil, Executive Creative Director
Lesley Coleman, Creative Director
Alex Gunderson, Senior Art Director
Katie Stone, Senior Copywriter
Chris Carter, Managing Director
Jennifer Keye, Account Director
Lexie Hudson, Account Supervisor
Samantha Bonom, Executive Producer
Samantha Petrossi, Group Strategy Director
Juree Goode, Director, Connections Strategy
Kenneth Kegley, Associate Design Director
Claudia Argueta, Designer
Liv Papageorge, Junior Designer
Gennifer Pflug, Senior Digital Producer
Camila Crews, Corporate Communications Lead
Bennie Reed, Executive Director Connections Strategy
Saeyoung Kim, Executive Business Affairs Manager
Mary Nau, Associate Digital Producer
Matthew Cogswell, Senior UX Designer
Shannon Gaboriau, Creative Director, Platform
Marc Gowland, Technical Director
Hassan Elzein, Principal Engineer
Juan Mendoza, Developer
John Shadle, Senior Tagging Analyst
Lopez Negrete Communications
Golin
Creative License
PubW
Mikey Mizrahi, Director, Digital Investment
Albert Rylo, Supervisor, Paid Social
Tara Wirth, Associate Media Director, Media Strategy
Alex Jones, Director
SUMMARY
Walmart+ needed to increase awareness and consideration among new moms. To capture their attention, Walmart+ created the Mother of All Savings Memberships, a campaign that acknowledged the truth that motherhood is hard and expensive, especially the first time. Taking cues from how moms share tips on social, we created a series of #momhack videos featuring hilarious advice from celebrity moms. Viewers were directed to WalmartPlus.mom, a community hub for our content. This campaign resulted in an increase in awareness (+27.4%) and consideration (+49%) among new moms over four months.
