Walmart's Genius "Who Knew?" Campaign: Walton Goggins Exposes What You're Missing vs Amazon
Walmart launched a strategic "Who Knew?" advertising campaign featuring actor Walton Goggins to highlight its transformation into a comprehensive Amazon competitor with over 500 million items and superior membership benefits. The campaign positions Walmart Plus as offering more value than Amazon Prime with gas discounts, express delivery, and lower annual subscription costs.
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Transcript
Walmart has introduced a new ad campaign featuring Walton Goggins of the White Lotus fame.
Speaker A:Under the tagline who knew?
Speaker A:According to a Walmart press release, the campaign is meant to highlight how Walmart has changed, quote, a lot.
Speaker A:The campaign highlights how Walmart now has more than half a billion items online and in its app, express delivery to your door in as little as one hour, A Walmart plus membership that gives you perks beyond groceries and a digital experience that's, well, better than most people realize because, quote, the biggest surprise isn't what's changed, Chris, it's how many people don't know it's already there.
Speaker B:I love when we have to quote the press releases.
Speaker B:It's so great.
Speaker A:Yes.
Speaker A:Chris, what's your assessment of Walmart's new who knew?
Speaker B:Who did?
Speaker B:I mean?
Speaker B:And in a nutshell, I think, I think, honestly, I love it.
Speaker B:I think it's a brilliant move, particularly from the CMO William White's mind and more on him probably later, you know, if we have a time to get to it.
Speaker B:But, you know, first, I mean, first of all, I have to love anything by Walton Goggins, like, shout out to the Walton, like, that's so great.
Speaker A:That was such a perfect pick.
Speaker A:The casting for this was Walton Cloggins.
Speaker B:If you've seen the commercial.
Speaker B:That's so great.
Speaker B:Walton Cloggins.
Speaker B:That's such a great little play on words.
Speaker B:But strategically, I also love this because it says to Amazon shoppers, basically it says, like, look, everything you can get from Amazon, you can now get from us and more so because once you cross like a half billion item threshold, it's like, you know, having 600 million, 700 million, who cares at that point, right?
Speaker B:And, but by the same token, with Walmart plus, you get so much more benefits.
Speaker B:In Amazon prime, you get the gas discounts, you get the.
Speaker B:I wrote, I wrote down everything here.
Speaker B:You get in store returns, you get express delivery.
Speaker B:So you know when.
Speaker B:And it's cheaper.
Speaker B:Yeah, it's like 50 bucks cheaper.
Speaker B:I can't remember exactly, but it's like 50 bucks cheaper.
Speaker A:So, like the annual subscription.
Speaker B:The annual subscription for Walmart Plus.
Speaker B:So Walmart plus beats prime every day of the week and twice on Sundays, in my opinion.
Speaker B:So, yeah, I think this is a great campaign.
Speaker B:Super smart, super brilliant.
Speaker A:What do you think?
Speaker B:You love it too, because you already kind of showed your hand on this one.
Speaker A:I thought it was a really great, you know, coming from my advertising background, I thought this was one of the great ways to just kind of play on the obvious theme, which is like just the Walton Goggins you're talking about, who knew you're featuring if you haven't seen the advertisement, it's so good, like just featuring every single thing in that hole from clogs to accordions are things that you can buy on Walmart.
Speaker A:So I think it just was, it did a really great job of showing people hitting the point home.
Speaker A:But I think most importantly, in addition to what this is telling people about Walmart is that in addition to what they can get from Amazon, you also have to think about the grocery and food elements that is so significant here.
Speaker A:So all of these things in the entire universe of Walmart's marketplace, but then also with a Walmart plus membership, you also have access to groceries.
Speaker A:And I think what's most significant to the people that I've been trying, I've been evangelizing the Walmart Plus.
Speaker B:Yeah, you're like the biggest human.
Speaker A:Oh my God, it's been amazing.
Speaker A:But I think the thing that's most impressive for people is that should you decide you don't ever want to step foot in a Walmart or maybe for us it's not convenient for as convenient for you because you have to drive a little bit further right now.
Speaker A:You can have the total Walmart experience, get all of those benefits and everything comes to you through the app, through the digital properties.
Speaker A:You can return stuff through the app.
Speaker A:Like everything that is in the Walmart system can come to you as a consumer.
Speaker A:And I think that's where you really are starting to see the significance of this new demographic coming to Walmart.
Speaker B:I 100% agree.
Speaker B:I mean, I don't think there's nothing more I would add to that.
Speaker B:I think those points are dead on.
Speaker B:It's a really smart play.
Speaker B:You know, I mentioned William White before, former colleague of ours at Target.
Speaker B:Ton of respect for him.
Speaker B:You know, he potentially, you know, if I was, if I was Target, I'd be taking a hard look at him given his background and what he's doing here, to upscale Target to upscale Walmart in terms of the perception that it has across the nation as well.
Speaker B:So I'm sure the Walmart folks aren't happy to hear me say that.
Speaker B:But, but, and if I was, if I was the, if I was the Target board, I'd definitely be taking a hard look at him because he might actually be my, a number one choice.
