FOLLOW THEO’S ADVICE
Campaign “Walmart’ Awareness and other examples
Endomarketing
FOLLOW THEO’S ADVICE
Campaign “Walmart’ Awareness and other examples
Endomarketing
SCENARIO
Incentivizing/engaging employees has always been a challenging task. In this specific case, the communication issue we had was on how Walmart employees perceived the company’s home brands. For the fact that the brands were cheaper, employees had stablished a perception of low quality. Something like: It is cheap, I wonder if it’s good enough. Besides that, those are brands which are not so well-known by employees and still don’t receive a big communication investment. So, the company’s employees, despite knowing that Walmart’s results would be better if they bought home brands products, continued buying traditional brands. We needed to reverse this situation!
SOLUTION
Our communication strategy for this campaign was backed by some pillars: to do something already known in order to be easily assimilated by employees from wide-ranging social classes; fun, to generate curiosity and emotions! Therefore, we used the well-known and friendly character Theo (mascot created by Walmart) as the brand’s ambassador.
In a relaxed and fun way, we created the famous dispute between good x evil, where Theo was the little angel, the benefactor, friend of the employees, who recommends home brands; the little devil was the employees’ fake friend.
We took special care as for the tone of voice, taking ownership of the same arguments used in chats between the employees to bring closeness and deconstruct some prejudices regarding home brands.
RESULTS
With support from other internal communication campaigns developed by Circus Agency for Walmart, we achieved great cultural engagement, shifted employees’ buying habits and reached 18% increase in sales of home brand products to employees within the period. And what’s more: we gained, spontaneously, many home brands supporters that continued reverberating the benefits of buying the company’s home brands.
Client
Walmart Brasil
CREATIVE DIRECTION
Fabio Divac
ART DIRECTION
Fabio Divac
COPYWRITING
Chico Poltronieri
DATE
August 19, 2016