Wal Mart Case Study

Challenge:

Generate ongoing visibility for Walmart’s $2 billion commitment to fight hunger and help the organization activate the public to get involved in the Foundation’s giving efforts.

Solution

Leverage the holiday season as a moment in time to launch the Walmart Fighting Hunger Together campaign, announcing more than $18 million in monetary grants and food donations along with a call-to-action for the public to do their part during the Holiday season.  This included:

• Nationwide Food Drive:  Walmart activated all 3,700 Walmart stores across the country to participate in the company’s first ever in-store food drive.  BRG leveraged the kick-off  to announce the “Fighting Hunger Together” campaign launch and conducted national and local media outreach to raise awareness for the initiative and deliver campaign key messages.
• Walmart “Fighting Hunger Together” Facebook Campaign:  Nationwide Facebook campaign called on all Facebook users to vote to help their community of choice win up to

Solution Continued

$1 million in hunger relief grants. The community receiving the most support on Facebook received $1 million and the next five cities with the highest support received $100,000 each.    

• Media Campaign:  Team created a powerful and ongoing media campaign which tied all campaign initiatives together, leveraging news pegs, grantee spokespersons, research, data and more.    
• Social Media:  The Walmart Foundation turned to Facebook and Twitter to provide consistent campaign status updates to fans/friends/followers. Walmart.com/fightinghunger and Facebook.com/Walmart offered details on Walmart’s commitment to hunger relief and encouraged site visitors to participate in localized volunteer opportunities.

Results

• Hundreds of thousands of pounds of food were collected through Walmart’s first nationwide food drive and used to provide millions of meals to those in need across the country.
• More than 10 million votes were registered in the Facebook Campaign to identify the top six communities to receive $1.5 million in hunger relief grants. Nearly 5,000 Walmart store associates volunteered at local market events
• Campaign garnered more than 250 million media impressions, 3,500 placements and was featured on the CBS Early Show and CNN along with two featured placements in USA Today and hundreds of local television and print publications

Results Continued

• Nearly 100 percent of campaign media coverage showcased the Walmart Foundation as the philanthropic partner, included “Fighting Hunger Together” campaign theme and tied the initiative back to Walmart’s overall $2 billion commitment to end hunger in America by 2015.