Walmart.com's Next Level Dorm

In the summer of 2017, Walmart.com sought to bring the real world into the digital and social landscape, making their website the go-to destination for college dorm essentials.

Role: Communications Strategist. Digital Strategist, Influencer Strategist, Paid Media Strategist

DIGITAL STRATEGY

The Question: How do you take an exclusively-IRL dorm shopping experience, and make it uniquely digital?

The Answer: #NextLevelDorm. Take a leading interior designer and have them create dream dorm rooms inspired by three influencers with multiple distinct styles to tap into different design aesthetics.

The right decorator

Will Taylor of the interior design blog "@BrightBazaar" was the perfect partner to bring to life the dream dorm rooms of three other social influencers. Using only products available on Walmart.com, Taylor was able to translate the concepts into actualized spaces with an eye for the digital content that would be captured around it.

the right influencers

Mega influencers @RemiAshten, @MikeyMurphy, and @ReginaeCarter served as the inspiration for the dream dorm rooms, also serving as broadcast channels for the content driving traffic to the custom campaign landing page.

the right destination

Custom campaign landing pages and product shelves served as a discovery center for consumers to explore products and learn about design tips and recommendations. Main site fly outs, call outs, emails, and open web ads drove traffic to the landing pages.

Paid media campaign

A robust digital campaign, focusing on Snapchat, Facebook, and Instagram, allowed consumers to discover the campaign where they are natively engaging. The Snapchat campaign alone captured 42 million impressions, reached 10 million unique consumers, and garnered 230K swipes to website with a $0.30 cheaper cost-per-swipe than prior brand benchmarks.