Wingman Leave Behind

8/20/2019 Wingman Leave Behind

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WALMART’SMILLENNIAL MALE

GROOMINGCAMPAIGN

}


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MILLENNIAL CONTENT MARKETING

{ SURGE } dives deep into the minds ofmillennial consumers and moves brandsforward in the digital age, by uncoveringpowerful insights and communicatingmessages that ignite behavioral change. Weinfluence perceptions, build sentiment,spark conversation, create connections andprovoke action. Like natural forces such aswaves or tide, { SURGE } generatesmovement, sustains momentum andcontrols elements that give people reasonsto believe and feelings to react.

THAT INSPIRES BEHAVIORAL CHANGE

/s!rj/noun: a sudden powerful forward or upward

movement, especially by a crowd or by a

natural force such as the waves or tide.

{ SURGE }


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Kaitlyn Osborne Creative/Content Director

Spencer Kaplan

Account Director

Sam Pearlman

Media/Engagement Director

Erin Turner Content/Production Director

Marisa Moody

Research/Planning Director


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{ EXECUTIVE SUMMARY }THE WALMART WINGMAN

The Walmart Wingman will be brought to life bybeing there for the male shopper wherever andwhenever he needs a wingman most.

We all know men hate asking for directions andare not always comfortable shopping, especiallywhen they have to wade through female hygieneproducts. Millennial males are looking for an easyand efficient way to navigate their purchases. TheWingman is here to educate, direct and create aseamless shopping experience.

Walmart will implement in-store, traditional,mobile and social tactics for consumers to access

our Wingman. This will help the millennial maleconsumer step up their game in all aspects oftheir life, as they save money and live better byshopping at Walmart.

We envision the Walmart Wingman beingan integral part of the Walmart family fordecades to come, growing with the everchanging American culture just likeWalmart has. The Walmart Wingman isexactly what every male needs, someoneto watch his back.

He’s cool, he’s helpful and mostimportantly he’s pushing you to step upyour game. The Walmart Wingmanembodies everything Walmart stands for -saving money and living better - and thatsexactly what the Walmart Wingman ishere to help millennial males do.

THE VISION


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{ TABLE OF CONTENTS }

Pinpointing the Target ………………………………………….… 6

Target Narrative …………………………………………… 7

Target Brand Manifesto ……………………………………. 8

Media Network …………………………………..………… 9

Media Plan ………………………………………..………… 10

Research Insights & Implications ……………………………….… 11

Consumer Insights & Implications ………………………… 12

Category Insights & Implications ………………………….. 13

Channel Insights & Implications …………………………… 14

Competition Insights & Implications ………………………. 15

Convergence Insights & Implications ……………………… 16

Company Insights & Implications ………………………….. 17

Cultural Insights & Implications …………………………… 18Objectives & Strategies ………………………………………… 19

Objective and Strategy I …………………………………… 20

Tactics ……………………………………………………… 21

Wingman Brand Manifesto ………………………………… 22

Objective and Strategy II …………………………………… 26

Tactics ……………………………………………………… 27

Conclusion ………………………………………………………. 34

THE PLAYBOOK


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{ PINPOINTING THE TARGET }Target Narrative …………………………………. 7Target Brand Manifesto ………………………….. 8Media Network ………………………………….. 9

Media Plan ……………………………………….. 10


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{ PINPOINTING THE TARGET }

MEET STEVEN.

Just landed his first real-man job.

He’s financially conscious.

But doesn’t sacrifice his quality of life - not his personal life, dating life or party life.

He wants to feel good and take care of his body,

for the ladies of course.

He is efficient with his time,

and wants to spend it enjoying himself.

Definitely not spending it shopping.

He better be able to find everything he needs quickly.

And for the lowest price.

All at once.

With high standards for his appearance,

Steven doesn’t care what products it takes -

as long as his friends and the ladies approve.

If the ladies are satisfied, he is.

If he can look good and treat her well,

She’s happy and so is he.

By saving more, Steven really can live better.

By shopping at Walmart for his grooming products,

STEVEN REALLY CAN HAVE IT ALL.

AND HOW TO COMMUNICATE TO HIM

The story of our target consumer,

told to help fuel the messaging

strategy and define exactly why

millennial males need Walmart male

grooming products in their lives.

THE TARGETNARRATIVE

Steven is a millennial male, between

the age of 25-34, who is currently

or infrequently shopping in the

men’s grooming aisle at Walmart.

He cares about saving more and

living better, yet still needs to

d i s cov er a l l o f Wa lma rt ’ s

possibilities. Then, once he finds out

he can have it all, he’s sure to neverturn back.


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{ PINPOINTING THE TARGET }

You’re in your PRIME.

You have high standards.

You’re constantly improving – taking each day more seriouslyand OWNING who you are.

Looking your best is a given.You’ll do WHATEVER IT TAKES and you’ll do it efficiently.

The products are irrelevant. As long as they’re cool.And of good quality. But inexpensive. And EASY TO FIND.

As long as you can get in and out,and on with what’s important in your life.

You don’t just WANT it all. You know you can HAVE it all .You’ve never been SO SURE.

And that’s why you shop at Walmart for all of your grooming essentials.They carry the brands your peers TRUST and promise the LOWEST PRICES.

Efficiency is synonymous for picking up beer and chips on the way out.And knowing you’ll be so ready for your date tonight.

You’re taking care of YOURSELF.You’re taking care of your finances.

You’re feeling on top of the world –PROUD of your decisions and your lifestyle.

Proud of who you are and where you’re going.You’re saving money and living better.And IT SHOWS.

It might even pay off tonight.

THE TARGETBRANDMANIFESTO

The voice and tone behind the

Walmart Wingman’s overa l l

messaging strategy, communicating

to our target audience - the

millennial males.

AND HOW TO COMMUNICATE TO HIM


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The millennial male’s media network is

far from complex. From his professionalto personal life, the channels overlap

and topics of discussion are similar.

Sports, girls, and technology.

Whether in the office, at the bar or on

the couch, mobile is the first screen, but

sports are digested on iPads, televisions

and work computers as well.

Peer reviews, recommendations and

product feedback are efficiently

exchanged over a few beers. But there

are key networks and channels which

are guaranteed to reach our target

audience at specific times of year.

{ MEDIA }THE NETWORK


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HIGH Media SpendMEDIUM Media SpendLOW to NO Media Spend

{ MEDIA }THE PLAN


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{ RESEARCH INSIGHTS & IMPLICATIONS }Consumer Insights & Implications …………………………… 12Category Insights & Implications …………………………….. 13Channel Insights & Implications ……………………………… 14Competition Insights & Implications ………………………… 15Convergence Insights & Implications ………………………… 16Company Insights & Implications ……………………………. 17

Cultural Insights & Implications ……………………………… 18


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{ RESEARCH INSIGHTS }AND CAMPAIGN IMPLICATIONS

- Millennial Males are rationally driven

consumers. Value-seeking behaviors such

as buying products on sale, buying multi-

functional products to save money and

buying the least expensive products, drive

choice in the male grooming category.

- Men aged 18-24 are twice as likely as

other men to say they are spending more

time on their appearance than they used

to. These young men are entering a new

period in their lives where they need toimprove their appearance either for

work or out of interest in pursuing a

relationship.

Sources: Mintel. (2013). Men's Toiletries - UK - October 2013. Retrieved from Mintel Oxygen database. AND Mintel. (2014). Marketing to Men - US - July 2014. Retrieved from MintelOxygen database.

“When I think aboutshopping for malegrooming products, I

feel like getting thesame thing every time”

CONSUMER

“When I think aboutshopping at Walmart, I

feel like I need somethingimmediately”


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- Just 20% of men consider themselveswell-informed about personal care

products, presenting an opportunity for

education.

- One in five of male toiletries users feel

that shops selling toiletries are geared toomuch towards women, with those aged

16-34 being the most likely to find stores

too female oriented.

- Men typically take a problem/solution

approach to facial skincare, with 26% of

male facial skincare users reporting to

only use products when their skin visibly

needs it compared to 14% of women.


“I feel like guy [grooming]products are anafterthought.”

Sources: Mintel. (2014). Marketing to Men - US - July 2014. Retrieved from Mintel Oxygen database. AND Mintel. (2013). Men's Toiletries - UK - October 2013. Retrieved from MintelOxygen database. AND Mintel. (2014). Facial Skincare - US - May 2014. Retrieved from Mintel Oxygen database.

CATEGORY


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- 73% of males aged 18+ who use personalcare and grooming products say that low

price is important to them when making

toiletry and grooming product purchases.

- Walmart’s main goal is to have a more

digital presence. This is discussed in their

2014 annual report. They are positioned to

win the best-positioned retail in digital

convergence.

- On average, engagement is higher among

Millennials than other generations for

television and websites; on a percentage

basis, it is greater on the Web than on TV.

It appears that Millennials are highly

engaged with content they chose to view

online and on TV.


“The aislesthemselves aren'tlabeled well.”

Sources: Mintel. (2013). Men's Personal Care - US - October 2013. Retrieved from Mintel Oxygen database. AND Walmart’s 2014 Annual Report AND The 2012 Millennial GenerationResearch Review by the U.S. Chamber of Commerce Foundation

CHANNEL


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- Only 6% of males 18+ say “I visit specialtyretailers (e.g. salon, spa, or barber) to

shop for toiletries and grooming

products.”

- Walgreens and CVS charge roughly 40%

more than Walmart for the same basket

of goods, according to a new report. The

analysts expected to find higher prices at

the drug store chains, but they weren't

expecting their mark-ups to be so

extreme. The baskets cost $95.42 at

Walmart. They were $40.96 more

expensive at Walgreens and $36.83 more

expensive at CVS.

“I’m more inclined toshop at Walmart’scompetitor’s because.. Iknow that they will havethe brands I always use.”

COMPETITION

Source: Mintel. (2013). Men's Personal Care - US - October 2013. Retrieved from Mintel Oxygen database. AND http://www.businessinsider.com/walgreens-and-cvs-are-shockingly-more-expensive-than-wal-mart-2014-2#ixzz3JxQXqqX5

http://www.businessinsider.com/walgreens-and-cvs-are-shockingly-more-expensive-than-wal-mart-2014-2#ixzz3JxQXqqX5


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- Consumers move quickly betweendevices and websites, getting exposed to

multiple mediums... [therefore advertisers

need to] build a cohesive plan across

channels.

- This Millennial generation is rewiring thebrain with extensive multitasking training,

evidenced by teenagers who can

simultaneously play video games, watch

TV, and do homework.

-

Millennial’s main sources for news aretelevision (65%) and the Internet (59%).

Lagging behind are newspapers (24%) and

radio (18%).


Source: http://www.adweek.com/brandshare/five-ways-maximize-roi-consumer-first-world-160879 AND The 2012 Millennial Generation Research Review by the U.S. Chamber ofCommerce Foundation

CONVERGENCE

“I look online andideally wouldpurchase in bulk

from Amazon.”

http://www.adweek.com/brandshare/five-ways-maximize-roi-consumer-first-world-160879


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- Mintel’s proprietary research finds thatnearly four in 10 men who use grooming

products shop at Walmart for their

grooming needs, and nearly half of those

18-34 do so. These younger men may be

more value conscious than their oldercounterparts, and are more accustomed

to shopping in mass merchandisers like

Walmart.

- While Baby Boomer Walmart shoppers

have a 69% conversion rate, MillennialWalmart shoppers have proved tougher

to convince, with just 57% of the shopping

trips resulting in a purchase.


"Walmart is overwhelming. Idon't want to have to walk amile to find my products.”

“A maze just to get chickennuggets”

“Left with everything butwhat I needed”

COMPANY

Source: Mintel. (2011). Men's Toiletries - US - September 2011. Retrieved from Mintel Oxygen database. AND http://www.thecitywire.com/node/30341#.VHK3Po1dXyk

http://www.thecitywire.com/node/30341#.VHK3Po1dXyk


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- Twenty-eight percent of youngerMillennials and 23 percent of older

Millennials said that they are more likely

not to purchase or use brands that their

friends disapprove of.

- Multifunctional toiletry products appealmost to 16-24-year-old men, with 34%

buying to save money and 29% to save

time.

- Men aged 18-24 are twice as likely as

other men to say they are spending more

time on their appearance than they used

to, entering a new period in their lives

where they need to improve their

appearance.


“It would be nice to seeproducts on the way outas a reminder that I need

it.”

Source: Barton, Christine; Beauchamp, Christine; and Koslow, Lara. BCG Perspectives; The Boston Consulting Group. (2014). How Millennials Are Changing the Face of MarketingForever. Retrieved online. AND Mintel. (2013). Men's Toiletries - UK - October 2013. Retrieved from Mintel Oxygen database. AND Mintel. (2014). Marketing to Men - US - July2014. Retrieved from Mintel Oxygen database.

CULTURE

“There are onlyadvertisements for girl

products.”


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{ OBJECTIVES & STRATEGIES }Objective and Strategy I …………………………………. 20Tactics ……………………………………………………. 21Objective and Strategy II …………………………………. 26

Tactics …………………………………………………….. 27


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{ OBJECTIVE I }AND STRATEGY

Drive traffic to the male grooming aisle ofWalmart and increase millennial’sknowledge and awareness of the benefits ofshopping at Walmart for their malegrooming products.

Encourage existing Walmart shoppers toalways purchase their male groomingproducts at Walmart by enhancing their in-store experience and improving likelihoodof repeat purchases conveying emotionaland rational benefits with an icon they canrely on.

OBJECTIVE I

STRATEGY


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{ TACTICS }THE GAME PLAN

CREATE A WINGMAN

The Walmart Wingman is a millennial male

consumers’ best friend. He’s there whenever you

need him, be it in the store or on your phone. As

your go to man for everything that involves saving

money and living better, the Wingman will be

launched by promoting the grooming category

specifically throughout social media and more

tactical collateral pieces.

THE MESSAGING STRATEGY

The Walmart Wingman reminds you that when you

look your best, you feel your best, and you land that

dream date or score that interview. The Wingman is

always encouraging his peers to step up their game

in everything they do.


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THE BRAND MANIFESTO

He opens with a smooth one liner,

never failing to save the game.

He’s there to give you advice, pave the path for success

and help you achieve your goals.

He keeps it real. Even when it hurts.

You can rely on him to always have your back.

He keeps you on top of your game.

And gives you the confidence you need to get ahead.

He’s your bro.

He’s the Walmart Wingman.

{ MANTRA }VOICE & TONE


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IN STORE CUTOUTS

The Walmart Wingman is with you as you shop through the

aisles of Walmart, reminding you about the importance of male

grooming products and directing you where to find them.

For example, one Wingman may be placed within the grocery

aisles, while others may be placed in the sporting or beer aisles,

strategically targeting males who are coming to Walmart for

other product categories. Another Wingman is right there with

you at the check out, making sure you didn’t forget deodorant.

NAVIGATING THE GROOMING SECTION

The Wingman is with you right in the grooming aisles, helping

you navigate around those feminine products and pointing you

in the right direction of your favorite brands and items on sale.

He’s with you to make sure you don’t forget the essentials that

are ensure you look and feel your best.

This concept brings the Walmart Wingman to life, tactically

displaying him in stores throughout the country to increase

campaign awareness.

ROI: 25-30% “Walmart Wingman” coupon usage in the first 3 months. Steady 5% growth of coupon usage in first year.


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IN AISLE FLOOR STICKERS REMIND

YOU TO STEP UP YOUR GAME

These stickers will look like aisle runners and willchange to reflect the relevant sports season. Forexample, in the fall there would be a football fieldaisle sticker, in the winter there would be an ice-hockey rink as the aisle sticker, etc.

AISLE STICKER

{IN STORE}

ROI: In aisle floor stickers will attract attention and drive traffic to the male grooming aisles, increasing impressions by a predicted 15%

and sentiment around shopping in these aisles by at least 40% for the millennial male demographic. When Walmart eventuallyimplements beacon technology store-wide, foot traffic and time spent in-aisle will be able to be monitored for evaluation.

We would ideally recommend that Walmartmakes a commitment to a "man cave" aisle,based on a case study of a P&G partnership inwhich the rollout of these aisles resulted in upthe 37% increase in sales. However, we havealso created more feasible communicationsstrategies to drive traffic to the store aisles.

Source: http://www.boston.com/business/gallery/

gillette_grooming_aisle/

This is in effort to make men more comfortable and help them navigate

through the grooming aisles. The cohesive aisle design also includes shelvingstickers, featuring our Walmart Wingman to highlight sales and offerings.

http://www.boston.com/business/gallery/gillette_grooming_aisle/


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THE WALMART WINGMAN APP

This app will leverage beacon technology opportunities to

help millennial males navigate the store. In addition to a

location-based interactive map, the app would send push

notifications to remind consumers of offers or deals on

the brands they love - to help them shop faster and live

better.NAVIGATION, OFFERS & GROOMING TIPS

With this app, the Walmart Wingman is always there when

you need him. He can tell consumers what brands are

available and show that Walmart has the best deal

compared to competitors.

The Wingman’s grooming tips and life advice carry over to

this platform as well, maintaining the same messaging

strategy and brand voice to tie together this seamless and

engaging tactic with endless possibilities.

BEACON TECH

{IN APP}

ROI: Predicted 2,000 downloads and 750 positive reviews in the first month and

30,000 downloads and 12,000 positive reviews in the first year.

Source: http://smartdatacollective.com/treddyumbelcom/281086/15-companies-airports-

retail-already-using-beacon-technology

http://smartdatacollective.com/treddyumbelcom/281086/15-companies-airports-retail-already-using-beacon-technology


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Create the perception in the maleconsumer’s mind that by shopping for theirmale grooming products at Walmart it willhelp them save money and, moreimportantly, help them live better.

Convey the emotional and rational benefitsexperienced by those millennial males who

purchase male grooming products fromWalmart. Implement integrated campaignelements that speak to millennial malesacross a variety of channels, increasing buzz,understanding, and awareness that shoppingat Walmart allows men to LIVE BETTER.

OBJECTIVE II

STRATEGY

{ OBJECTIVE II }AND STRATEGY


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THE WINGMAN’S WALL

On Facebook the Walmart Wingman is your go-to source for

learning about the newest male care products and in-storesales. The Walmart Wingman cares about helping you savemoney and most of all, live better.

He shows this by posting articles about healthy living practices,good diets and the benefits of certain personal care practices.And he doesn’t just want to keep you healthy and looking good.He also wants to help you succeed in whatever matters mostto you. He posts links related to starting out on your own in

the world; everything for the young professional.

Every week he comes out with the “Smart Buy” list telling youwhat combination of products will give you the “best bank foryour buck.” Every time you log onto Facebook the WalmartWingman will be there to help you save money so you can livebetter.

SOCIAL MEDIA

{FACEBOOK}

ROI: Increase page “likes” 10-20% every three months. Have 20,000 followers in 5 months. Post every 4 - 5 hours and receive on

average 5,000 – 10,000 views per post or video. Receive 500 – 700 page visits per day.


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THE WINGMAN’S FEED

On Twitter the Walmart Wingman avidly engages withmillennial males sparking the conversation around malebody care. The Wingman is funny, witty and always hasyour best interest in mind.

Millennial males can tweet at him for product advice orwith questions they have about male body care as theWingman shares everything from the latest productdeals and bargain buys to sports talk and fun facts.

SOCIAL MEDIA

{TWITTER}

ROI: Receive 10,000 followers in the first two months. Increase followers 10-20% every month. Each Tweet receives an average

of 20 – 40 favorites,100 – 300 clicks per hashtag, 50 clicks per link,15 – 25 replies per tweet,10 – 30 Retweets and 5 – 10 email

shares per Tweet.


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Men will be asked a series of questions via a Buzzfeed content marketing sponsored article. Dependingon the overall results to questions about their lifestyle, aspirations and personality type, they will be ableto find out which type of wingman they most relate to. The four wingman options are based off ofpopular male culture figures to increase engagement. They include:

Will Smith (Hitch) Wingman: You take one for theteam.

You are Will Smith’s character in the romantic comedy, Hitch.The ability to take on your goofy, geeky, interesting and strangefriends by offering your help is inspiring. You get your friendsout there, do a double date if you have to, just because you gotyour friends back. You have the ability to help people findthemselves and find true love, we should just call you cupid.Don’t forget about yourself though. You need to find the onetoo. Try and find someone just like you to be your wingman.

Ryan Gosling (Crazy Stupid Love) Wingman: Ups your

cred.

You are the “I know I’m cool” kind of wingman. You arebrutally honest but have your friends’ best interests at heart. Just being around you gives your friend some cool points. Youknow you are good looking and can be kind of cocky, so makesure you don’t get too cocky. Everyone knows you’re the onethe girl wants to take home, but give your friends the coolfactor of just being around you. Oh, and don’t take their girlhome at the end of the night. Not cool. Teach them your suaveways. You know you love to be idolized, so use it for the good!

CONTENT

{BUZZFEED}


WHICH WINGMAN ARE YOU?

Based on success of

similarly sponsored

Buzzfeed campaigns, we

predict 450 BuzzFeed

“Responses” 3,500 shares

on Facebook, 1,250 shares

on Twitter and 150 email

shares all within 2 weeks of

quiz going live


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CONTENT

{BUZZFEED}


Ted Mosbey (How I Met Your Mother) Wingman:Knows what’s best.

You are the guy that knows what to say and when to say it. Youhave a way of telling your friend to either go for it or walk theheck away. You know what’s really going on in a situation, andcan be the biggest help from an embarrassing moment. Youlove your friends so much that you want to give them thatone-night-stand they have been longing for. But we know you,you are the one looking for that true love. So you are going tolet your friends have fun while you wait for the real deal.

Channing Tatum (Magic Mike) Wingman: Lets behonest, you are your own wingman.

You’ve got the game down and you know it! You have all theladies drooling over your adorable face and rock hard abs. Youare some kind of prince charming, even if you are notcharming at all. While you can get around very easy, be carefulnot to get yourself into trouble. Other guys think you’re a jerkwhen it comes to the ladies, and hello… bros before hoes!

Based on success of

similarly sponsored

Buzzfeed campaigns, we

predict 450 BuzzFeed

“Responses” 3,500 shares

on Facebook, 1,250 shares

on Twitter and 150 email

shares all within 2 weeks of

quiz going live

Men will be asked a series of questions via a Buzzfeed content marketing sponsored article. Dependingon the overall results to questions about their lifestyle, aspirations and personality type, they will be ableto find out which type of wingman they most relate to. The four wingman options are based off ofpopular male culture figures to increase engagement. They include:

WHICH WINGMAN ARE YOU?


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{ PR TACTICS }THE PR GAME PLAN

CAUSE RELATED

{MARKETING}

LEVERAGING A MILLENNIAL MALE TREND

Although obvious that the male grooming category is not apt to

support “no shave November” promotions that lead to decrease

in category sales, the cause-related initiatives have become a

national trend relevant to the product category and cannot

afford to be ignored.

PARTNERING WITH THE MOVEMBER FOUNDATION

With that being said, it makes sense for Walmart to partner with

the Movember Foundation which works to promotes healthy

lifestyle awareness for our target audience - males; especially the

younger Millennial demographics, while very relevant to the

product category.


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{ PR TACTICS }THE PR GAME PLAN

CAUSE RELATED

{MARKETING}

Source: http://us.movember.com/

ROI: Partnerships with cause related campaigns will increase Walmart’s brand perception and association ratings by at least 10% if

Walmart starts initiating more programs that “give back” and provide shopper’s with the opportunity to connect to a greater purpose.

WHAT IS THE MOVEMBER MOVEMENT?

The Movember movement is a month long initiative to raise awareness for changing theface of men’s health. Unlike “no shave November,” the Movember Foundation challenges

men to grow mustaches during November to spark conversation and raise funds for itsmen’s health programs. Mustaches require precise grooming of facial hair, whichencourages purchase of grooming tools and products. Here’s where the association withWalmart becomes a win-win for the product category and the cause.

WALMART LAUNCHES THE PARTNERSHIP WITH “SHAVE IT OFF”

To launch this campaign, Walmart could host a “Shave it Off” day, working with P&G oranother razor distributor to give away razors or host an event to raise money for thecause. Walmart could then leverage this partnership to create nation-wide awareness andpromotion, driving traffic to the male grooming aisles of the store.

Throughout the month of October and November, the Walmart Wingman would posthelpful hints and tools to keep your mustache clean and well kept. Also, even those whoaren’t directly participating in the campaign - such as girlfriends or guys that can’t grow amustache - can contribute by donating or buying razors which have a promotion toguarantee a certain percentage to the Movember foundation.

http://us.movember.com/


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CAMPAIGN TV SPOT ENCOURAGES MALE MILLENNIALS TO

STEP UP THEIR GAME

Create a “Step Up Your Game” campaign commercial that shows a pregameritual for a player and a millennial male.

It will compare the players actual pre game ritual before a game and then showan average-Joe millennial male’s “pregame” for a day to day activity, incorporatingtheir grooming routine.

There will be different versions of this commercial to reflect different sportseasons and relevant life situations, such as getting ready for a game, date, orinterview.

BRINGING IN THE WINGMAN

This commercial is another way to bring the Walmart Wingman to life byportraying him as the average-Joe that knows what it takes to step up his game.

The actors in these commercial segments will be the same faces displayedaround the store, on social media and throughout the entire campaign.

The intent of these spots is to encourage millennial males to man up and seize

the day, starting with their grooming habits.

ROI: YouTube will garner 300 views first week; increase 25-30%

per week following; ultimate goal of 7,500+ views in about a

month. Facebook will yield 4,500 shares via YouTube. Lastly,

Twitter analytics will report 500 clicks from the shared link.

Flash of a player scoring a touch down

Flash of a player putting face paint on Flash of a millennial male putting shaving cream on

Flash of a player putting helmet on Flash of a millennial male putting hair gel in

Flash of a player putting jersey on Flash of a millennial male putting his team’s jersey on

Flash of player running out for the game Flash of a millennial male getting “his spot” on the couch

Flash of a millennial male celebrating a touchdown

STEP UPYOURGAME


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{ IN CONCLUSION }THE WINNING TOUCHDOWN

The Walmart Wingman will be an integral part of the Walmart family for decades to come,growing with the ever changing American culture just like Walmart has.

He is exactly what every male millennial needs, someone to watch his back and help him stepup his game. He’s cool, he’s helpful and most importantly he’s there wherever and wheneveryou need him.

The Walmart Wingman embodies everything Walmart stands for - saving money and livingbetter - and thats exactly what the Walmart Wingman is going to help millennial males do.


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{ HOW DO WE KNOW IT WILL WORK? }CONCEPT TESTING PROVED TO PROMISE SUCCESS

“I love it.” “Never hurts to have a wingman.”

“These are cultural references guys can relate to.”

“The Wingman would definitely be helpful - I was just at the store today and

there were so many female products I wondered if I was in the right aisle.”

“Having the football stuff is smart - When I see

something football, I’m attracted to it no matter what.”“The Walmart Wingman. I think it’s really catchy.”

-QUOTES FROM MILLENNIAL MALE CONSUMERS


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}{

WE SURGE ONE WAY:FORWARD.

AND THIS IS JUSTTHE BEGINNING

{ THANK YOU }

Wingman Leave Behind

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Transcript of Wingman Leave Behind