Walmart's Mother's Day Campaign: Celebrity Moms Respond to TikTok Questions for Walmart+

Walmart+ is gearing up for Mother’s Day with a new version of its “Mother of All Savings Memberships” campaign. Last year, the focus was on new moms like Cardi B and Stephanie Beatriz. This year, the campaign, called “Moms Answer Moms,” features celebrities with children of all ages, such as Paris Hilton and Whitney Cummings, responding to popular questions from social media.

David Hartman, Walmart's vice president for creative, explained, “We understand that moms often seek advice from other moms, especially on social media. That’s why we decided to enhance our campaign by creating a platform for a two-way conversation about mom tips on TikTok.”

The full cast, including actors Tia Mowry and Aislinn Derbez, as well as influencers Kat Stickler and Barbara “Babs” Costello, can be seen in a video launching today (April 22). This video is being featured as a TikTok TopView ad, appearing in full-screen with sound when users open the app.

Consumers are invited to participate by commenting their questions on the video from April 23 to April 24. These questions will be answered by the celebrities on TikTok, similar to a Reddit “Ask Me Anything” thread.

@walmart drop your q’s in the comments 4/23-4/24

Walmart is offering tips on various topics like sleep training and meal planning. In addition to helpful advice, viewers can learn about the benefits of the Walmart+ subscription service. This service helps moms save time and money with perks like free shipping, fuel savings, Paramount+ video streaming, and more. Unlike last year's focus on new moms, this year's campaign aims to connect with moms at all stages of motherhood. Meanwhile, Target is also promoting its Circle 360 subscription plan with a strong marketing push.

Tapping into TikTok

"We wanted to reach out to a wider range of moms with children of all ages, from babies to adults," Hartman explained. "We are looking for moms who can share their honest experiences about motherhood and have a strong presence on TikTok to connect with our target audience."

TikTok was chosen for the campaign because it is a popular app among moms who discuss motherhood. According to Hartman, about 60% of millennials on TikTok are parents. Despite being known as a platform for Gen Zers, TikTok has a diverse user base that includes many millennials and Gen X users.

Walmart's strategy of asking questions on Monday and sharing celebrity answers on Tuesday and Wednesday aligns with their goal of integrating the brand into popular culture. Hartman has previously mentioned that this approach has led to creative campaigns such as one with Andy Cohen for Quitter's Day, a "Mean Girls" reunion for Black Friday, and a shoppable rom-com.

"We prioritize our customers and potential members who want to create content quickly to keep up with the pace of retail and cultural trends," the executive explained. "You can expect to see more of this focus from us, especially in regards to social content that resonates with our target audiences."

Currently, Walmart is engaging with its audience on TikTok, a platform it has been exploring for several years. The retailer has experimented with shoppable livestreams and integrated its retail media network. In 2020, Walmart was involved in a proposed deal with Oracle to establish a U.S. company to manage the app, amid ongoing political controversies. There is pending legislation that may potentially ban TikTok in the U.S. unless it severs ties with its Chinese parent company ByteDance, causing disruptions for users and marketers who rely on the platform for daily activities.

"We always review our partnerships with platforms, and our media team does a great job of analyzing the current situation, past trends, and future possibilities," Hartman explained. "Our strategies remain the same despite any recent developments. However, we are prepared to make adjustments as the situation evolves."

Editor's P/S:

Walmart's "Mother of All Savings Memberships" campaign is a creative and engaging way to connect with moms of all ages. By leveraging the power of TikTok, Walmart is able to tap into a large and active community of moms who are eager to share their experiences and advice. The campaign's focus on user-generated content allows Walmart to build a stronger relationship with its customers and create a sense of community.

The campaign's use of celebrities to answer questions from social media is a smart way to generate buzz and attract attention. By featuring well-known and relatable moms, Walmart is able to reach a wider audience and connect with moms on a personal level. The campaign's focus on providing helpful advice and tips is also a valuable way to add value to the Walmart+ subscription service. By offering practical solutions to common parenting challenges, Walmart is able to demonstrate the value of its membership program and encourage more moms to sign up.