Walmart.com's Next Level Dorm
In the summer of 2017, Walmart.com sought to bring the real world into the digital and social landscape, making their website the go-to destination for college dorm essentials.
Role: Senior Digital Strategist
THE Challenge
How do you take an exclusively-IRL dorm shopping experience, and make it uniquely digital while also capturing the attention of the elusive Millennial consumer diverting them away from Amazon during a most competitive buying season of the year?
OUR APPROACH
Leaning into the personal brand behavior of curated social feeds, we partnered with college-aged, social-first style stars and created dorm room makeovers with a top followed interior design influencer.
THE CONTENT CREATOR
Will Taylor of the interior design blog "@BrightBazaar" was the perfect partner to bring to life the dream dorm rooms of three other social influencers. Using only products available on Walmart.com, Taylor was able to translate the concepts into actualized spaces with an eye for the digital content that would be captured around it.
THE RIGHT INFLUENCERS
Mega influencers @RemiAshten, @MikeyMurphy, and @ReginaeCarter served as the inspiration for the dream dorm rooms, also serving as broadcast channels for the content driving traffic to the custom campaign landing page.
THE RIGHT DESTINATION
Custom campaign landing pages and product shelves served as a discovery center for consumers to explore products and learn about design tips and recommendations. Main site fly outs, call outs, emails, and open web ads drove traffic to the landing pages.
THE RIGHT MEDIA DISTRIBUTION
A robust digital campaign, focusing on Snapchat, Facebook, and Instagram, allowed consumers to discover the campaign where they are natively engaging. The Snapchat campaign alone captured 42 million impressions, reached 10 million unique consumers, and garnered 230K swipes to website with a $0.30 cheaper cost-per-swipe than prior brand benchmarks.