Walmart Digital
When women think of beauty, they don’t automatically think of Walmart. Our challenge was to show women that not only can they get the top beauty brands at Walmart, but to also remind them of the joy and fun of finding their perfect combination of beauty products. We also wanted to tap into women’s tendency to become beauty explorers when online, searching for inspiration, trends, products and tips.
The playful nature of the rich media banners mirrors the fun of discovering new beauty products. Our work invites women to create their own beautiful by allowing them to interact and explore our “beauty grid.” The colorful grid flips and changes, inviting users into the experience, with video, word animations and products giving them different ways to navigate content. Our hope was that each time a woman interacts with the grid, she might find something new, or have a new experience which keeps it feeling fresh and exciting.
Once expanded, she had four options: click on a word, a product, video or go to Walmart.com for a deeper experience. If she chose a word, the execution animated based on the word, then featured the appropriate beauty product. If she chose a product, more information flipped into the grids. When she chose a video, the tiles flipped to feature a video clip tip and a related product.
We wanted her to spend time with the Walmart brand and the beauty products it carries. And she did. The execution captured 2.16 million total interactions with an interaction rate of 3.21%. Users spent over 10 seconds exploring the unit. The unit generated 109,906 total clicks, resulting in a click-thru rate of 0.11% to Walmart.com—the highest-to-date within the beauty section. And those users spent the most time, recorded to date, interacting with the beauty section on Walmart.com.
