Walmart Leverages the Grinch for Holiday Marketing Initiative
Walmart has enlivened its holiday marketing strategy, featuring a Dr. Seuss theme propelled by the Grinch as it embarks on the second phase of its campaign in anticipation of Black Friday.
Recently uncovered details indicate that this major retail entity has engaged Walton Goggins to embody the character, enhancing their “WhoKnewVille” initiative.
Goggins, making his premiere as the Grinch in a freshly released social media video, previously spearheaded marketing efforts to shift public perception regarding Walmart’s formidable presence.
By enlisting Goggins in this prominent seasonal portrayal, Walmart capitalizes on the established brand equity of “Who Knew?” Furthermore, it responds to lively discourse among fans who recognize the “White Lotus” star as an exceptionally suitable choice for this iconic role.
The “WhoKnewVille” campaign continues Walmart’s approach to anchoring its holiday advertisements in recognizable pop culture elements, thus enhancing brand relevance while also spotlighting services like the Walmart mobile app and its membership program, Walmart+.
“Evoking nostalgia allows us to connect emotionally with our customers, while also fulfilling our strategic and business-oriented objectives,” remarked David Hartman, the vice president of creative at Walmart.
He emphasized that familiar figures such as the Grinch dramatically increase customer engagement during this bustling retail period.
Goggins brings a cheeky interpretation of the Grinch to a longitudinal advertisement that will run as a prominent YouTube masthead, alongside abbreviated versions.
Within the storyline, “WhoKnewVille” character Mindy Lou Who ascends Mt. Crumpit in search of a partner to elevate awareness of Walmart’s Black Friday offerings.
After some initial reticence, the Grinch, accompanied by his canine companion Max, joins her on a clandestine mission to distribute gifts beneath Christmas trees, courtesy of Walmart.
Their journey includes humorous misadventures, including an encounter with a child who mistakenly identifies the Grinch as Santa Claus and a painful encounter with a Lego piece.
Stephanie Beatriz, another actor featured in earlier “Who Knew?” advertisements, is also slated to appear as WhoKnewVille’s mayor, thus continuing the trend of star-studded content that has resonated with audiences, including an initial spot that has garnered over 9 million views on YouTube to date.
“Our experience shows that long-form content yields impressive results for Walmart,” added Hartman.
Create a Cohesive Brand Narrative
In tandem with the narrative-focused videos, the Grinch will also feature prominently in various Walmart advertising spaces, including an extensive Times Square takeover.
This display will see the character’s iconic fuzzy hands stretched across multiple billboards, advertising Black Friday discounts on a slew of items such as the Nintendo Switch 2, JBL speakers, and Vizio televisions.
Furthermore, the Dr. Seuss character is expected to make cameo appearances during forthcoming NFL broadcasts, although specific integration details remain undisclosed.
This year’s holiday promotions are categorized into three phases: an early Black Friday event concluded on November 16, a Black Friday initiative running from November 25 to 30, and Cyber Monday deals commencing on December 1.
The Grinch takes over Times Square to showcase Walmart’s Black Friday deals.
Permission granted by Walmart
“We seek to innovate both our storytelling tactics and the way we present them, ensuring they resonate distinctively with Walmart,” Hartman noted.
“The gradual introduction of the campaign to the audience is a familiar tactic, though this year’s novelty lies in the cohesive environment of WhoKnewVille, as well as the Grinch’s integral role within it.”
The collaborative efforts of Publicis Groupe agencies, including Fallon, Leo NY, The Community, Contender, and Digitas, were instrumental in shaping the “WhoKnewVille” campaign, developed in partnership with Dr. Seuss Enterprises.
The overarching “Who Knew?” initiative aspires to transform public perception of Walmart by accentuating its diverse product range, facilitating express delivery options, and promoting the advantages of Walmart+, a competitor to Amazon Prime. Feedback thus far has been encouraging, as evidenced by a notable mention during a recent earnings call.
“The team is particularly invigorated by the messaging,” stated Walmart U.S. President and CEO John Furner, who is set to assume the company’s top role in February.
“Our goal has been to reshape perceptions, enabling individuals to recognize our extensive assortment, which spans our brick-and-mortar stores, our primary commerce platform, and our marketplace.”
Source link: Marketingdive.com.
