Walmart Social
Originating in Bentonville, Arkansas, Walmart has consistently prioritized the welfare of the community throughout its evolution. This commitment forms the foundation for the company's objectives and endeavors aimed at benefiting its associates, the local community, the environment, and its partners.
Despite this dedication, Walmart faced challenges in effectively communicating its narrative and determining the optimal channels for ongoing engagement. Our team collaborated to develop a comprehensive approach, incorporating strategic planning, purposeful design, and compelling storytelling to enhance the impact of their press releases.
Role: Art Director
AGENCY: DIGITAS NORTH AMERICA
To begin, we first consolidated all of Walmart’s open social channels and reviewed what the company was currently doing to showcase its hard work and dedication to the community. We collected samples of previous postings from Instagram, Facebook, Twitter (X/Posts), LinkedIn, and TikTok.
From there we created an overall strategy for messaging and language by thinking about how each social platform served different purposes and audiences. We wanted to focus on how each press release going forward could fall within the following categories: Educational, Community, and Numbers-Driven (Investment). We wanted to start with a solid foundation on how each platform will be used going forward before focusing on design and execution.
STRATEGY FIRST
With a finalized strategy to break apart Walmart stories based on platforms, real-life application was next. First focusing on one of Walmart’s most recent efforts in helping the environment through better and safer agricultural practices in partnership with PepsiCo. From a simple press release, the story was expanded into multiple channels with respective audiences in mind.
THE WALMART & PEPSICO COLLAB
THE MINI SUSTAINABILITY SERIES
EP. 1
What is regenerative agriculture?
EP. 2
Walmart and PepsiCo Partnership Facts
EP. 3
Benefits of regenerative agriculture?
VOICE OVER SCRIPT
[Opening Shot]
Narrator: "Hey TikTok! 🌍 Let's talk sustainability in 60 seconds or less!"
[Farmland Shot #1]
Narrator: ”We’re partnering with PepsiCo and announcing a 7-year collaboration to focus on supporting U.S. and Canadian farmers in their pursuit to improve soil health and water quality.”
[Close-up shot]
Narrator: "By investing $120M we can help accelerate the adoption of regenerative agriculture practices to reduce GHG emissions by approx. 4 million metric tons by 2030"
[Drone shot of a neighborhood]
Narrator: "That’s nearly roughly the equivalent amount of electricity needed to power 778,300 homes!”
[Employees shaking hands]
Narrator: "By joining forces, we hope to empower farmers through education, peer coaching, and cost-sharing – and hopefully inspire others to join their efforts"
[End farmland shot]
Narrator: "Farmers are vital to us and we want to continue giving consumers the ingredients they know and love while being sustainable in farming practices!”
X/POSTS
With x/Posts it was important to start leveraging the platform’s native features and introduce the usage of GIFs in relation to current pop culture trends and polls to encourage engagement. While also showcasing how Walmart can engage with its partners on social media.
LINKEDIN
With Docushare being the best-in-class native format for LinkedIn, we wanted to start introducing purposefully curated carousels that would introduce the featured story and include valuable data and engaging visuals that aid in the storytelling.
CREATIVE TEAM
John Long, Creative Director
Ameera Masud, Strategy