Corporate Social Responsibility Communications Campaign

Walmart: Holiday Salute to Military Families

CHALLENGE

Showcase Walmart’s military support efforts during the holiday season in a comprehensive, cohesive and impactful way. Create a campaign that rises above other Veteran’s Day and holiday announcements, and encourages more Americans to support military families in their communities over the holiday season.

SOLUTION

Utilize research to shed light on the emotional and financial difficulties facing today’s veterans and military families. Conduct a survey to uncover consumer awareness and perceptions of U.S. service members, and opinions about individuals they would support through donations over the holidays.

Campaign approach included:

– Leverage strategic partnerships with Operation Homefront and Fisher House to elevate the discussion around the need for additional support of active duty service members, veterans and military families over the holidays.

– Engage a credible third-party spokesperson, Ellie Kay, America’s Military Family Expert

– Leverage current news trends and multiple media touch points to sustain awareness of the holiday campaign throughout November and December.

– Keep campaign voice alive throughout the entirety of the holiday season by identifying key moments-in-time to generate visibility.

Encourage consumers to honor and support military by providing opportunity for donations to grantee partners and platform to voice honor and appreciation.

RESULTS

The Holiday Salute to Military Families Campaign resulted in double the number of donations to Fisher House over the prior year’s Giving Tuesday efforts.

Throughout the campaign, more than 95% of media placements included key messages that reinforced Walmart’s ongoing commitments to supporting active duty service members, veterans and military families year-round through job training and placement, and funding through strategic nonprofit partners reached priority audiences. Additionally, more than 7,500 people were honored through submission posts to Walmart’s Wall of Honor.

National, trade and local media placements were secured in outlets such as Fox & Friends, USA Today on Giving Tuesday, Stars and Stripes and Military Spouse. These placements also included videos of military homecomings on TODAY.com and the Fox affiliate network nationwide.

Additional tactics included an SMT with Ellie Kay for the campaign launch, more than 40 sponsored blog posts, and a full-page advertorial in four Military Times publications, extending the reach of key messages to 250,000 active duty members.