Cannes Lions

HOLIDAY HUB

SAATCHI & SAATCHI, New York / WALMART / 2015

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Overview

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Credits

Overview

Description

Cyber Monday is America’s biggest online shopping day and over 60% of Millennials will shop on that day.

Walmart created a Cyber Monday promotion and activation that targeted this group:

• Near-real time changes to Cyber Monday pricing and product offerings that followed trending items

• Highly targeted advertising on mobile

• Cyber Monday ‘Evening Edition’ to attract the 1 in 3 Millennials that planned to shop in the evening

Execution

The Holiday Hub creative idea provide a flexible platform that we were able to leverage across channels, including the extensive use of online video to support content related to the campaign idea. Most notable was our sponsorship of Peter Pan on NBC where we purchased units in the show and created custom content tied to the Peter Pan Story and featuring TVC talent, Melissa Joan Hart. This sponsorship extended into digital and social, further amplifying the message. Whatever the need, the content was tailored and packaged so that when it reached consumers it was in the most compelling format.

Outcome

Cyber Monday was Walmart’s biggest online day in its history

• Order online and pick up in store the same day increased 70%

• Mobile traffic increased 50% during the new Cyber Monday ‘Evening Edition’

• 70% of traffic came through mobile due to highly targeted advertising

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