Walmart BTS 2025
Case Study: Back-to-School 2025 campaign for Walmart Canada.
Overview: The Back to School 2025 campaign marked a pivotal moment for Walmart Canada—not only in its ambition to shift customer perception, but also in how it was brought to life.
This campaign was developed during a personal transition in leadership: initiated in my role as Manager, Brand Design through early visual direction, and carried through to full execution after stepping into the role of Senior Manager, Creative Design. This continuity allowed for a unified vision from concept to delivery across all channels.
Objective: Shift customer beliefs and behaviors by reinforcing Walmart as a destination for quality products at accessible prices, particularly during a high-consideration retail moment.
Creative Strategy: The campaign reframed Back to School as a series of meaningful “firsts”—first day, first dorm, first independence—connecting emotionally with both students and families while reinforcing value.
Execution: The campaign was executed through a fully integrated ecosystem spanning TV, OLV, Social, Digital display, Photography and PR/Media Relations.
I led the end-to-end creative execution, partnering with three specialized agencies:
Cossette — TV, OLV, and Social
SJC — Photography
APEX — PR / Media Relations
This required aligning multiple partners under a single creative vision while ensuring consistency across every touchpoint—from storytelling to visual identity.
Results:
Business & Media Performance:
Exceeded KPIs across most media placements
Improved TV ROI with +17% YoY increase in CPP efficiency
Strong cross-channel synergy sustained high recall
Back-to-School Social
Back-to-School in-store signage
Channel Highlights
TV: Recall met norms; strongest among men, ages 25–34, and households with children
OLV: Recall exceeded norms, particularly among back-to-school audiences and families
Digital & Social: Above-norm recall with measurable gains across both channels
PR / Media Relations:
Proactive and native storytelling strategies surpassed KPI targets by 214%, amplifying campaign reach and credibility
Impact: This campaign demonstrated the power of a single, insight-driven platform executed with precision across channels and audiences. By aligning creative, media, and PR under one cohesive idea, the work not only drove performance but also strengthened Walmart’s brand equity during a critical retail period.