Fall Into Beauty – A gorgeous collaboration
Background
In 2019, Walmart saw an opportunity to re-engage and re-educate Beauty customers with an innovative omnichannel experience involving several top advertisers.
Goals
- Drive Beauty discovery and trial.
- Boost online and in-store sales
Solution
Walmart collaborated with advertisers to develop Fall Into Beauty, a 5-week multiple-category experience across Walmart.com and Walmart stores.
+14%
Walmart customers
reached
900K
Walmart stores/share of
ad-exposed revenue
$71K
Likelihood of purchase by
as-exposed shoppers
Fall Into Beauty
Walmart teams worked together to make Walmart.com/Beauty a prestige beauty destination. Each week focused on a different beauty category. Editorial elements included beauty personas with multiple stories and seamless design across ads and site content. A Zip Code finder directed online customers to Walmart stores, where they could purchase the products.
A Seamless Beauty Experience
- Timing
- September 30 - November 3, 2019 Walmart.com
- Channels
- Across the web (select sites and social media)
- Walmart stores
- Homepage Lockout
- Custom landing page
- Tactics
- Custom editorial
- Live store activations
- Push notifications
- Makeup
- Nails
- Categories
- Skin Care
- Inner Beauty
- Fragrance
- Walmart eCommerce
- Beauty Category Managers
- Walmart team collaborators
- Fashion Editorial
- Marketing
- Walmart Media Group
Takeaways
- Invest in category experiences and activations to inspire brand discovery and product trial, and to increase sales.
- Include searchable information to direct digital customer to live store events.
Metrics: 3Q, 4Q FY20
