Walmart pins its colors on the board to win consumers

Walmart has been stepping up its green outreach through a number of social media channels including the Walmart Green Room, a sustainability blog launched in January 2012, and Twitter handle @WalmartGreen.

Client
Walmart
Campaign
Walmart Green: Pin to Win Contest
Duration
September 6-12

Walmart has been stepping up its green outreach through a number of social media channels including the Walmart Green Room, a sustainability blog launched in January 2012, and Twitter handle @WalmartGreen.

Strategy
Looking to connect with consumers in a fun way and help them make choices that promote a green lifestyle, the retailer created its first contest leveraging the buzz around Pinterest.

Tactics
Walmart, in partnership with the Mother Nature Network, devised the Walmart Green: Pin to Win Contest, which ran from September 5 to 12.

The retailer encouraged Pinterest users to curate a pinboard of products and services that inspires them to be green for a chance to win a $500 Walmart gift card. Pinned items were required to be available at Walmart showcasing how easily accessible green options are to consumers.

Walmart leveraged the broad reach of social media and a Pinterest demographic that aligned with the consumer pool the company was targeting, says Brooke Buchanan, Walmart's director of communications and sustain- ability. "Most of the environ-mental influencers are aware of what we are doing around sustainability, but testing and polling showed customers were not as aware," adds Buchanan.

The information on the Walmart Green Room and its Pinterest hub will help consumers make green choices at the point where they are purchasing goods.

Results
The contest generated more than 400 submissions, which significantly exceeded the original goal of 30 entries.

Pin to Win in-creased awareness and followers for the Pinterest page, as well as the Green Room. Traffic to the Walmart Green Room increased by 25% from the previous week. The Walmart hub on Pinterest posted nearly 1,500 re-pins, 700 likes, and 100 comments on the contest pin. The hub also gained 1,657 new fans during the contest.

Future
Walmart remains committed to sustainability and raising awareness around green issues.

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