Walmart’s mission is to help people “save money and live better.” While customers responded to the company’s low prices, they weren’t necessarily seeing the myriad of other ways it makes a positive impact. Walmart wanted to improve its overall brand favorability and to demonstrate its identity as a good employer.
To do this, Walmart searched for authentic, uplifting stories from across its network of customers, suppliers and associates. A few examples: associates spontaneously sharing video clips of themselves singing Lean on Me to lift each other’s spirits; Walmart pharmacists administering flu shots; and partners raising money for local community food banks. These efforts aligned with the COVID-19 pandemic, which meant the collection of true stories also included vignettes of Walmart associates keeping America safe in stores across the country.
The initiative launched with a minute-long film thanking associates for their work. From there, the company created a video showcasing the opportunities available to Walmart associates, including earning a college degree and the ability to be your authentic self at work.
Following the campaign, Walmart’s overall favorability rose four percentage points to 69%, while its perception around being a “good employer” rose seven points, according to the Axis April 2020 Good Jobs Report.