"Walmart+ and Andy Cohen Team Up to Rescue Resolutions: Unveiling the 'Save Your Resolutions' Campaign"
Walmart+ has kicked off the year with a strategic campaign featuring celebrity TV host Andy Cohen, specifically timed to combat National Quitter’s Day. The "Save Your Resolutions" initiative cleverly connects the advantages of Walmart+'s membership program with the challenges consumers face in sticking to their New Year's resolutions, offering a lifeline for those wavering on their commitments.
In a bid to boost customers' morale during the notorious National Quitter’s Day, Walmart+ has enlisted the help of TV personality Andy Cohen for its latest campaign. The "Save Your Resolutions" initiative, developed in collaboration with Deutsch LA, brings attention to the value propositions of Walmart+'s membership program precisely when consumers may be struggling to stay committed to their resolutions.
The hero spot of the campaign features Andy Cohen alongside individuals at the point where they typically abandon their resolutions, whether it's fitness goals like yoga or tennis, or creative pursuits like painting. The ad brilliantly draws a connection between the savings offered by Walmart+ and various activities, such as party hosting, road tripping, and video streaming, emphasizing the program's diverse benefits.
Walmart+ is not only tapping into the influence of Andy Cohen but also collaborating with a lineup of influencers across TikTok and Meta. This multi-platform approach ensures that the campaign reaches a wide audience, resonating with different demographics.
The partnership extends beyond traditional advertising, integrating with Cohen's popular Bravo talk show, "Watch What Happens Live." The branded integration on the Jan. 30 episode, along with QR code overlays, promises additional visibility across Peacock, Facebook, and other platforms.
Building on the success of Walmart+'s previous campaigns, such as "Mother of All Savings Memberships," the new work continues to tailor its messaging to specific audiences. By aligning with top resolutions like saving money and eating healthy, Walmart+ strategically links these goals to the program's perks, such as free grocery delivery.
Moreover, as an enticing incentive, customers enrolling in an annual membership through Jan. 31 will receive $50 in Walmart Cash in their digital wallet via the Walmart app. This promotion not only encourages sign-ups but also reinforces the immediate benefits members can enjoy.
Walmart+ has once again demonstrated its commitment to customer-centric marketing by addressing the challenges of National Quitter’s Day head-on. The "Save Your Resolutions" campaign, featuring Andy Cohen, not only highlights the diverse benefits of Walmart+'s membership but also provides a relatable and engaging narrative that resonates with consumers. As the program continues to grow, with estimates suggesting it will surpass 31 million users this year, Walmart+ is carving its place in the cultural conversation and staying attuned to customer insights.