Challenge: With a Walmart within 10 miles of 90% of Americans, and an excellent curbside pickup program, it can be hard to convince customers to sign up for a delivery program via subscription, let alone one that goes directly into your home during a pandemic.
Approach: Kingsland staff works as in-housed members of the internal brand team. We helped to position Walmart InHome as “the modern milkman,” focusing on the human elements that connect customers. We have created 4 sets of branded content pieces for InHome, some of which have ran on broadcast television. Content is a big piece of the strategy for InHome, a service that does better when we “show” and nont “tell.” We also amped up “save time and money” messaging, which proved to be a successful strategy.