Walmart+ is preparing for Mother’s Day with a second iteration of its “Mother of All Savings Memberships” campaign. While last 12 months’s effort focused on latest moms like Cardi B and Stephanie Beatriz, this 12 months’s iteration, titled “Moms Answer Moms,” enlists celebrities with kids of all ages, including Paris Hilton and Whitney Cummings, as they answer top questions from social media.
“We know that moms are continually looking to other moms for advice in real life, particularly on social, so we decided to take our 2.0 version of this campaign a step further by enabling a two-way conversation for mom advice on TikTok,” said David Hartman, vp for creative at Walmart.
The full solid, which also includes actors Tia Mowry and Aislinn Derbez and influencers Kat Stickler and Barbara “Babs” Costello, is featured in a video launching today (April 22) that’s running as a TikTok TopView ad. The format is a full-screen, sound-on offering that appears when users open the app. Consumers are encouraged to comment with their questions, which will likely be answered by the celebrities on TikTok on April 23 and April 24 within the vein of a Reddit “Ask Me Anything” thread.
While Walmart is aiming to provide tips about every little thing from sleep training to meal planning, viewers also needs to expect mentions of how its Walmart+ subscription service saves moms money and time thanks to free shipping, fuel savings, Paramount+ video streaming and other advantages. Unlike last 12 months’s effort, which provided “hacks” for latest moms, this 12 months’s goals to connect with moms in any respect stages of motherhood. The Walmart+ campaign comes as rival Target makes a major marketing push behind its recently launched Circle 360 subscription plan.
“We wanted to expand and connect to a more diverse group of moms with kids that range all the way in which from infants to adults,” Hartman said. “The criteria that we expect is actually vital is finding moms … who can tell it prefer it is, in order that they’re straight-up and honest of their answers about what it means to be a mom, after which have the sort of following on TikTok that’s most going to resonate with the audience that we’re trying to reach.”
Tapping into TikTok
TikTok was a “natural fit” for the campaign as an app where moms go to have conversations about motherhood, according to Hartman. About 60% of millennials on TikTok are parents, the chief said. Despite a status as a platform geared toward Gen Zers, TikTok for years has boasted a few diverse user base with a robust millennial and Gen X following.
Asking questions on Monday and delivering celebrity answers on Tuesday and Wednesday is not any small feat, but aligns with Walmart’s aim to put the brand into culture and culture into the brand, as Hartman has previously explained to Marketing Dive. That insight has driven recent creative output, including an Andy Cohen campaign around Quitter’s Day, a “Mean Girls” reunion for Black Friday and a shoppable rom-com.
“We take into consideration our customers and our prospective members who want to have the option to produce content on the speed of retail and the speed of culture,” the chief said. “You’re going to proceed to see more of that from us around social content and content that best relates to where the audiences that we’re trying to reach [are].”
For now, Walmart’s audience is on TikTok, a platform that the retailer has been experimenting with for years, from shoppable livestreams to integrations with its retail media network. In 2020, the corporate was a part of a proposed deal alongside Oracle that might have created a U.S. company to run the app, which stays a political hot button. Legislation that might ban TikTok within the U.S. unless it cuts ties with Chinese parent company ByteDance could soon grow to be law, upending day by day routines for users and marketers who’ve flocked to the platform.
“We are continually evaluating our partnerships with platforms, and our media team does an incredible job of assessing sort of where things are, where they’ve been and where they’re likely to head,” Hartman said. “Our plans haven’t modified based on anything we’ve seen… But as all the time, we’re going to adapt as things proceed to evolve.”
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