The Walmart Facebook Marketing Blitz

- December 21, 2012

Digital Friday/Promotion

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. Today is Digital Friday and I am going to share with you something I read about in the Wall Street Journal; a recent marketing collaboration between Facebook and Walmart using social media.
We are all wondering about the power of social media to drive advertising and sales. Facebook and Walmart joined forces following Thanksgiving and Black Friday to develop a mobile app advertising campaign. They pushed out 50 million ads to tens of millions of people promoting toys, televisions and other products from Walmart via Facebook’s mobile news feed.
Let’s take a look at a few of the specifics of this ad campaign. Walmart purchased 2 billion ads for the holiday season which blocked other advertisers from being in the same space. Facebook worked with them to customize the advertising program. Walmart also had the flexibility to change the ads on the fly based on interaction and responses from the social media customers.
Critics might say the results were mixed but it looks like Facebook and Walmart are very pleased with the outcome. Walmart generated 1 million comments, mentions and interactions because of the campaign. They picked up 164,000 new Likes on their Facebook page. They were also struggling to sell a pair of speakers across their stores at an $88 price point. This item was promoted through the social media campaign and subsequently sold out nationwide.
According to Walmart and Facebook, they are definitely going to launch another campaign similar to this next year. Without a doubt, 2013 is going to be another interesting year for analyzing the results of social media campaigns.
That concludes Digital Friday. Do your best to join us next week. If you need any branding or marketing support, please contact us to discuss an online or onsite service engagement. You can always find that information at the end of this video. I'm Jim Glover, That Branding Guy, for Once a Day Marketing™ and we will see you next time.
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