Walmart campaign highlights big brands

The retail giant aims to raise awareness around its offerings from Apple, Samsung and L'Oreal, among others.

Walmart has launched a campaign to bring attention to some of the large brands it carries – brands consumers might not even realize the retailer offers.

The “Big Brands” campaign, which kicked off in February and runs until later this month, highlights brands such as Apple, Dyson and Samsung, as well as brands in categories such as beauty and toys, including Dove, L’Oréal, Maybelline, Lego and Barbie.

Susan Schutta, senior director, marketing, PR and social media, Walmart Canada, believes it is the first campaign of its kind for the retailer.

“We wanted to make sure that we raised awareness around the whole offer in the store,” she says, adding people often don’t realize the breadth of the retailer’s electronics offering.

The campaign’s execution features in-store signage, flyers, email, website presence, digital, social, a 30-second TV spot, as well as about 480 demos with Brita, Soda Stream and Clorox sprays.

“When you watch the [TV] ad it’s really about someone walking through the store and seeing a brand that they weren’t expecting and doing a double-take,” Schutta explains.

The retailer is also running a contest on Twitter and Facebook with gift cards as prizes. Consumers are encouraged to tweet about brands they want to get their hands on using the hashtag #want to win gift cards.

The retailer traditionally targets price-conscious families, where moms often take the lead on shopping, Schutta says. However, Walmart also wanted to reach dads and teenagers interested in electronics with this campaign.