Online, we created 2 custom widgets on mom-targeted social networks. The “Make the Pledge” widget publicly committed moms to change and quantified the impact of all the moms pledging together. The “Plant a Tree” widget planted a virtual tree on moms’ profiles and we planted a real tree for every 10 virtual trees. We produced original content - tips, polls, articles - that linked back to Wal-Mart brands. We recruited 25 moms to blog about the changes they made, what they learned, and how their families reacted. Our creative demonstrated that the impact of all 200MM Walmart shoppers changing together, would be the equivalent of taking 111MM cars off the road, or eliminating 130MM pounds of chemical waste.

On TV, we partnered with NBC Universal to extend the campaign with celebrity PSAs. In print, we created a recyclable custom 16-page insert showcasing green brands.

We doubled our sales goal of compact florescent light bulbs, and the energy saved was the equivalent of taking 3 power plants off the electrical grid. Media support drove a +16% lift in Wal-Mart’s association as “the place to buy sustainable products.” Our social network widgets drove 12 million page-views and over 400,000 users. Moms planted 470,000 virtual trees, so Walmart planted 40,000 real trees. Our rate of participation and viral pass-along was 50% above industry benchmarks.

Print achieved an average recall of 78% (vs. 58% norm) and our ad ranked in top 5-10% of ads recalled across all publications.