Challenge:

There are 1.5 million Walmart associates in the world, each with their own story to tell. How could we bring their unique perspectives and communities to life while still supporting the overall brand story?

Solution:

Create a global story corps program that visited all 50 U.S. states and Canada in two years. Writers and photographers canvased stores and came back with first-person quotes and captivating portraits. Ultimately, by allowing associates to tell their own story, it humanized the brand and showed how Walmart is deeply connected to each community they are in. By partnering with the Walmart global communications team we were able to tell stories as far away as China, South America and Europe.

We Are Walmart examples

Social-first content

Over the years, hundreds of short stories were published into a database, tagged by topic and location. The content was easily shareable on social media and inspired conversations between different associates around the world.