Walmart+ Enlists Andy Cohen to Guide Shoppers Through Quitter's Day Challenges
Walmart+ teams up with TV personality Andy Cohen to empower shoppers in achieving their New Year's resolutions Discover how this innovative campaign showcases the membership's ability to support consumers in sticking to their goals
Walmart+ has launched a campaign called "Save Your Resolutions" on National Quitter's Day, featuring celebrity TV host Andy Cohen. The goal is to emphasize the value of the retailer's membership program for consumers who may be struggling to keep their 2024 promises. According to David Hartman, vice president for creative at Walmart, the benefits offered by Walmart+ can help boost consumers' morale and support them during this challenging time of the year. The campaign aims to resonate with the millions of Walmart shoppers and encourage them to take advantage of the various benefits of a Walmart+ membership.
"Save Your Resolutions" is anchored by a hero spot that showcases Cohen alongside consumers at the moment they abandon new pursuits like yoga, tennis, and painting. It highlights the potential savings for Walmart+ members and connects them to activities such as hosting parties, going on road trips, and streaming videos. The ad is complemented by several vertical video spots for online viewing, including one that features Cohen getting ready to hit the road with his two children. In addition to Cohen, the campaign also features Walmart+ collaborating with a variety of influencers on TikTok and Meta.
Cohen's partnership with Bravo for "New Year's Eve Live with Anderson Cooper and Andy Cohen" and "Watch What Happens Live" includes a special episode on Jan. 30 featuring a "Raising the bar" branded integration and a QR code overlay. The episode will be promoted across Peacock, Facebook, and other platforms to reach a broad audience.
"Save Your Resolutions" is a continuation of Walmart+'s targeted marketing strategy, building on the success of last year's "Mother of All Savings Memberships" campaign. Walmart+ is expected to reach over 31 million users this year, according to estimates by Insider Intelligence.
Walmart focused on key resolutions such as saving money and eating healthy for their new work, tying them to program perks such as free grocery delivery. As part of the campaign, customers enrolling in an annual membership by Jan. 31 will receive $50 in Walmart Cash in their digital wallet in the Walmart app.
"There's a strong alignment between the benefits of the Walmart+ membership and the challenges our customers are experiencing at this time of year. We strive to be as relevant as possible to our customers' mindset when launching these campaigns," commented Hartman.
The need for relevance is also evident in the way Walmart engages with consumers through pop culture. Recent efforts have included a "Mean Girls" reunion as part of a month-long Black Friday campaign, and a shoppable rom-com that directly linked content to commerce. According to Hartman, at Walmart, they aim to integrate the brand into the culture and vice versa. By incorporating both culture and customer insights, they have been able to come up with clever and insightful solutions, demonstrating the relevance of their brand and culture.
