Online Grocery Pickup – "A Unifying Beat"

Walmart, a supermarket chain, promoted its online grocery pickup service among Hispanics in the US, during the World Cup, by launching content unique to each Latin country and recreating the Rocky theme song in their traditional music styles.

Summary

  • Marketing challenge: Launch Walmart's pivotal Online Grocery Pickup (OGP) during the World Cup (WC) in an evolving retail landscape, a dense media window, to a critical/skeptical Hispanic consumer, with a limited budget.
  • Methodology: Developed the "Sparks" method: a life-encompassing research approach, convergingsocial media listening, ethnographies, shop-alongs, consumer diaries, and focus groups, to uncover brand points of entry.
  • Insights:During the WC, messaging to Hispanics falls flat due to heightened cultural sensitivity; viewer mindsets shift from Latino to country of origin. Viewing events are logistically tedious for consumers trying to provide cultural assortment in short times, so we...

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Insights Team
Bray Leino

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