WALMART+
I am the lead writer on the Deutsch Performance Team, so I’ve mastered writing hard-hitting acquisitions ads. However, I’ve also pushed the team to rely less on the accepted standards of performance (big numbers, pushy FOMO, etc.) and to instead more thoughtfully pull emotional and psychological levers in the audience.
Especially in our work for Walmart+, I like to find a way to enthusiastically say “yes” to most anything. Say yes, test, and learn. That’s been my orientation to this work, and the results have been overwhelmingly positive, year in and year out.
WALMART+ INHOME
Walmart+ InHome is kindof exactly what it sounds like. It’s Walmart+ delivery but inside your home. And, as you’re probably imagining, that comes with a significant problem: it seems creepy. After all, you’re inviting a stranger into your home to deliver groceries.
To solve for that, we created a day-in-the-life-style campaign to humanize the associates, leading to a significant, 143% (to target) increase in member participation.
WALMART+ WEEK
Creatively, Walmart+ Week is the most wonderful time of the year for my team, and in 2024 we really nailed it, leading to 1.1B+ impressions, a +0.97% total CAC (vs benchmark), and 158% member participation (to target).
This was a breakout for me, as I wrote every word except the tagline.
THE ULTIMATE SAVINGS MEMBERSHIP
The “Ultimate Savings Membership” is the Walmart+ always-on campaign. The creative at the beginning was a bit lo-fi and grounded in old-school performance thinking.
As I’ve pushed the department, we’ve incorporated narrative, voice over, and more to decrease CAC and CPC and increase CTR.