WALMART – Online Grocery Pickup – “A Unifying Beat”
Qualitative Research
Marketing Strategy
Shopper Marketing
Project Overview
• Marketing challenge: Launch Walmart’s pivotal Online Grocery Pickup (OGP) during the World Cup (WC) in an evolving retail landscape, a dense media window, to a critical/skeptical Hispanic consumer, with a limited budget. • Methodology: Developed the “Sparks” method: a life-encompassing research approach, converging social media listening, ethnographies, shop-alongs, consumer diaries, and focus groups, to uncover brand points of entry. • Insights: During the WC, messaging to Hispanics falls flat due to heightened cultural sensitivity; viewer mindsets shift from Latino to country of origin. Viewing events are logistically tedious for consumers trying to provide cultural assortment in short times, so we positioned Walmart’s OGP as the enabler of legendary events with ease, assortment and price. • Creative: Created a robust campaign targeting quality barriers prior to the WC, highlighting associates’ dedication to freshness; efficiently created unique content for each Latin country, produced in the authentic stylings of each culture and highlighted by the recreation of the “Rocky” theme song in each of their traditional musical styles. • Business Impact: Exceeded all benchmarks for awareness, reputation, relevance, and call to action. Increased likelihood to download, use and reuse OGP and garnered more unique posts/engagement than all official FIFA sponsors combined, reimagining how brands approach sporting events. • Results: The campaign garnered substantial buzz during the WC in the Latin community and exceeded all benchmarks for awareness, reputation, relevance and call to action (GCIA/WM). According NBCU/Telemundo/Horowitz, the campaign greatly influenced the likelihood to OGP use: • Order regularly: +11% • Order fresh produce: +5% • Order meats: +12% As well as greatly lifted OGP awareness and perception among grocery shoppers: • Brand favorability: +14.5% • Sponsorship association: +24.4% • OGP awareness: +5.5% And increased intent to download and use OGP: • Intent to download: +14.8% • Intent to use: +13.4% The “Spark” method allowed us to dig deeper and uncover how OGP could naturally fit into the lives of customers enabling a huge win for Walmart’s business needs at a deeply pivotal time for the brand.Client
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