Role: Producer / Video Editor / Motion Graphics Editor | Client: Walmart | Programs: Adobe Premiere Pro / After Effects
Objective: To create a Walmart+ membership ad that appeals to working moms who want to save money and time by showcasing the benefits and features of the Walmart+ app through user testimonials.
Strategy:To achieve the objective, I focused on creating a relatable narrative centered around Angelique, a working mom who struggles to find the right deals while shopping for her family. The strategy involved:
Identifying the Target Audience: Conducting research to understand the shopping habits, preferences, and daily challenges of working moms.
Crafting a Compelling Narrative: Developing Angelique's story to highlight her daily routine, struggles with shopping, and how Walmart+ membership transformed her experience.
Incorporating User Testimonials: Collecting and featuring real-life stories from working moms who benefited from Walmart+ membership to add authenticity and relatability.
Results:The ad campaign achieved 6.4 million impressions, over 17,000 likes, and 4,000 comments, significantly increasing the visibility of Walmart+ membership among the target audience.
The campaign received positive feedback from viewers, who appreciated the authenticity of the testimonials and the relatable nature of Angelique's story. This reinforced the importance of understanding the audience's needs and crafting narratives that resonate on a personal level.
The ad effectively communicated the value proposition of Walmart+ membership, resulting in a substantial increase in new memberships. The combination of time-saving features and cost benefits appealed to working moms, making the service a popular choice for their busy lives. The campaign delivered a strong return on ad spend, demonstrating the financial effectiveness of the strategy and the positive impact on Walmart+ membership growth.