Walmart Advertising Audit

Part
01
of two
Part
01

Walmart Advertising - Television

Walmart has advertisements in the categories including fashion, back to school, and mobile apps. Most of the commercials are 15-30 seconds long and focus on different themes such as holidays or fashion.

BACK TO SCHOOL ADVERTISEMENTS

  • Walmart's "Back to School" commercial is a 15-second spot that features a large snack pack carried out of the house by the parents of a certain child. This large snack pack is picked up by a giant kid, who then goes to school wearing a backpack.
  • In another back-to-school 15-second commercial, a little girl who appears in the video as a giant prepares a wind turbine using stationery such as glue and color pencils from Walmart.
  • In another back-to-school 15-second commercial, a giant girl marches down the streets of a city, donning new gear she got from Walmart preparing to go back to school.

WALMART APP COMMERCIALS

  • Grocery app TV commercial from Walmart is a 30-second spot that features a woman purchasing products from Walmart using the app and easily picks up the ordered products from a store. Then she goes back home and happily cooks what she brought with her family.
  • In another grocery app TV commercial, a mom spends her day engaging in work, and then she gets a notification from Walmart regarding her grocery pickup order. A Walmart employee loads her groceries into the trunk of her car, and she gets home in time to make dinner for her family.
  • Walmart’s “I Like It” is a 30-second commercial that features a mom who uses the Walmart app to purchase products and then goes to pick up the items. She goes back to her home and enjoys the products with her family.
  • Walmart’s “Give it to me” is a 30-second commercial that features a mom who buys gifts for Christmas using the Walmart app.
  • Walmart’s “Gimme Some Lovin” is a 30-second commercial that features a mom who purchases products from Walmart using the app for the Thanksgiving dinner.

PRODUCT PERFORMANCE REVIEW ADVERTISEMENTS

  • Product Performance Review — The Perfect Granola” is a TV commercial from Walmart that features the story behind the success and the impact of the product known as The Perfect Granola.
  • Product Performance Review — 50 Strong” is a TV commercial from Walmart that features the story behind the success and the impact of the product known as 50 Strong.

SHOPPING IN-STORE COMMERCIALS

GROCERY PICKUP COMMERCIAL

  • Walmart’s grocery pickup TV commercial is a 30-second spot that features vehicles from famous movies such as Batman, Back to the Future, Ghostbusters, etc.

FASHION COMMERCIALS

  • Walmart’s “We dress America” is a commercial that features different types of people flaunting the unique styles of clothing they've developed for themselves. In the commercial Walmart encourages everyone to dress their way.
  • Walmart’s “Key Grip” is fashion related commercial from Walmart that features the work of the stylist Ashley Weston.

OTHER COMMERCIALS


Research Strategy

A total of 12 iSpot commercials for Walmart are available as five of the free 20 were outside the date parameter and three (Beeped It, Big Day Back and the bike ad from back to school) have already been identified. iSpot limits the viewing of the listed 787 nationally aired TV ad campaigns for Walmart to only 20 without a paid membership. Therefore, it is not possible to provide more than 15 total Walmart TV advertisements from iSpot within the past 12 months. We have also presented four Walmart advertisements from YouTube.

Part
02
of two
Part
02

Walmart Advertising - Social Channels

Walmart's social channels during the last 12 months have posts related primarily to three themes, namely Back to School & #HeartOfSurprise, Transform Your Dorm, and Employees Appreciation.

1. Back to School and #HeartOfSurprise:

Analysis:

  • In August 2019, Walmart posted videos of basketball players surprising children at Walmart while shopping for school supplies. The videos are aimed towards encouraging and preparing kids to begin their school year. Walmart constructed these videos under its Back to School campaign and associated it with #HeartOfSurprise as the basketball players visited school children.

Facebook:

  • On August 29, Walmart posted the following post on Facebook: “NBA player Trae Young knows how important it is to elevate your game on and off the court. Watch as he helps 7th-grader Aaron sharpen his moves for the school year.”
  • On August 27, Walmart posted the following post on Facebook: “Back-to-school dreams do come true when WNBA player Elena Delle Donne goes school shopping with you 🤩 Watch as she helps Grace decide what she needs to win on and off the court.”
  • On August 23, Walmart posted the following post on Facebook: “Todd Gurley knows the keys to success on and off the field are confidence and teamwork. Watch as he helps Jamarion get all the school gear he needs.”
  • On August 20, Walmart posted the following post on Facebook: “We want to inspire confidence every day but especially when going back to school — and Candace Parker ⛹️‍♀️ does too. Watch as she helps Josh decide what school supplies will help him dominate on and off the court.”

Instagram:

Twitter:

  • On August 29, Walmart posted the following post on Twitter: “When @TheTraeYoung shows you how to elevate your game on and off the court, you do it! Watch as Aaron finds his confidence while shopping with Trae.”
  • On August 26, Walmart posted the following post on Twitter: “@WNBA player @De11eDonne ⛹️‍♀️ knows that teamwork makes the dream work. So, of course, she helped 8th-grade basketball player Grace with her school shopping.”
  • On August 24, Walmart posted the following post on Twitter: “Sloane Stephens shows Marc how to swing past insecurities and find his confidence for the new school year.”

YouTube:

2. Transform Your Dorm:

Analysis:

  • In 2019, Walmart released numerous videos and posts under its “Transform Your Dorm” campaign. The videos are aimed towards college aged kids who would be joining colleges. These are instructional videos on how college kids can decorate and furnish their dorm rooms this year.

Facebook:

Instagram:

  • On August 25, Walmart posted the following post on Instagram: “Transform Your Dorm: Make the most of your space. Short on space? NBD when you maximize every square inch. Watch as we make Grace's petite pad the ultimate work and living space.”
  • On July 12, Walmart posted the following post on Instagram: “Your dorm desk is for more than all-nighters. It’s also your dining table, vanity, and where you host Super Smash Bros. tournaments. Deck yours out with the little things that’ll make it feel like home.”
  • On June 30, Walmart posted the following post on Instagram: “Transform Your Dorm: Boho chic & so unique. Layers, textures, prints—everything that boho dreams are made of. Watch as we help Marlena redecorate her college dorm so it feels more free-spirited and less someone-definitely-lived-here-before.”

Twitter:

  • On August 15, Walmart posted the following post on Twitter: “We challenged two guys to decorate a dorm room using only fan merch, courtesy of @Walmart. Here's what happened.”
  • On July 30, Walmart posted the following post on Twitter: “Hey #okstate! We recently had the opportunity to partner with Walmart to transform our traditional housing space to something special! Get some ideas to transform your dorm and take the semester by storm!”
  • On July 30, Walmart posted the following post on Twitter: “Whether you’re a huge hypebeast or sleek minimalist, these subtle additions can transform your space and show off your true style. Check out the third guide in our four-part series with @Walmart on how to design your dorm room.”

YouTube:

  • On August 26, Walmart posted the following video on YouTube: “Transform Your Dorm | Sleep-Study Zone”
  • On August 12, Walmart posted the following video on YouTube: “Transform Your Dorm | Lounge Living
  • On July 30, Walmart posted the following video on YouTube: “Transform Your Dorm | Glam Room Makeover”

3. Employees Appreciation:

Analysis:

  • In 2019, Walmart has posted several videos and posts showing appreciation for its employee. Most of the posts under this theme are related to employees’ career growth, skills, and employee participation. Furthermore, Walmart’s YouTube channel has a dedicated section titled “Walmart Associate Talent Search” where the company has posted numerous videos of its employees singing various famous songs as a part of its Walmart Associate Talent Search competition.

Facebook:

  • On August 25, Walmart posted the following post on Facebook: “We’re so happy for Sandra, who’ll be joining the Marble Falls Walmart as Store Manager. She has been part of the Walmart family for 19 years. Help us celebrate her big move!”
  • On August 23, Walmart posted the following post on Facebook: “Department Manager Charlotte just celebrated 30 years working at Walmart! Let’s give her a big hand for all her hard work and dedication to Store 1336.”
  • On August 23, Walmart posted the following post on Facebook: Johnny Oyola became a Department Manager after completing his training with the Walmart Academy. Watch his story for your daily dose of inspo.
  • On July 23, Walmart posted the following post on Facebook: “The Walmart Academy is a training center and school for associates making big career moves. Hear about Melissa’s journey through the Academy for a little motivation today.”

Instagram:

  • On June 19, Walmart posted the following post on Instagram : “Meet Chrissy, a winner of our talent search from New Jersey! Meet Chrissy, a Market HR Manager whose passion for singing inspires everyone around her. Congrats on being one of the winners of the Walmart Associate Talent Search!”
  • On May 29, Walmart posted the following post on Instagram: “Meet Nelisiwe & Itumeleng, winners of our talent search from South Africa! Talk about hitting the right note! Meet Walmart Associates Nelisiwe & Itumeleng, the ultimate duet duo. Congrats on being one of the winners of the Walmart Associate Talent Search.”
  • On March 8, Walmart posted the following post on Instagram: “This #IWD2019, we’re filled with gratitude for the women who make Walmart work, every day. Watch their inspiring and incredible journeys in our Instagram story highlights.”

Twitter:

  • On April 21, Walmart posted the following post on Twitter: “Our associates from across the country want to wish you a Happy Easter!”
  • On April 9, Walmart posted the following post on Twitter: “Retail is changing, and we’re changing with it. Read about our latest in-store sidekicks and how they’re helping associates save the day.”
  • On March 27, Walmart posted the following post on Twitter: “Lifelong learning at Walmart has a new name: Live Better U. More from Julie Murphy on how benefits like $1 a day college education helps our associates reach their full potential.”

YouTube:

  • On May 14, Walmart posted the following video on YouTube: “Katie Tidmore Sings "Shallow" by Lady Gaga and Bradley Cooper”
  • On May 16, Walmart posted the following video on YouTube: “William Rainer Performs "Can You Stand the Rain" by New Edition”
  • On May 28, Walmart posted the following video on YouTube: Steven Medina Sings "Aleluya" | "Hallelujah

Research Strategy:

Our research began with an exhaustive search through Walmart’s posts on various social media platforms such as Facebook, Instagram, Twitter, and YouTube. After checking and comparing the posts across all the requested social channels, we were able to identify three themes that were common across all platforms. We also included at least three posts related to the themes across each of the social channels. Furthermore, based on the posts found on the social channels, we have provided a brief analysis of the content produced for each theme based on our perspective.

Sources
Sources

From Part 02