We wanted to connect 1.3 million Walmart associates, spread across 5,280 U.S. Stores.
The Walmart World magazine has been around for four-plus decades, ever since Sam Walton wrote the first issue on his typewriter.. We transformed it into a multi-channel content experience aimed at helping Walmart associates feel ownership and pridecin the business. To do that, we told thousands of associate stories to share their advice, tips and experience,cand dispatched our journalists into stores and events to find stories that bring Walmart culture to life.
THE RESULTS: The campaign was viewed by 1.3 million associates worldwide. 3 out of 4 said the work made them feel proud. We exceeded the industry average spent on the company site by three times. The videos were viewed by millions of people across every continent. The work was such a massive success that the incumbent agency adopted the idea for the Above the Line campaign. We produced over 600+ pieces of content annually over three years.