Campaign of the Week: Walmart Oscars Ad Teases Short Films Promotion

With the Academy Awards just around the corner, Walmart is getting in on the fun with a series of short films based on no more than a simple Walmart receipt. The company released a short teaser to share information about the promotion, which will air during the awards show later this month. So how many consumers are interested in this unique ad campaign? We asked 1,000 respondents about their thoughts on the Walmart brand and then tested the initial ad to see if it would have any impact.

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Big Box Customers

In Ask Your Target Market’s latest online survey, 4% of respondents said that they shop at big box stores or superstores every day. 20% said they shop at big box stores a few times per week. 40% do so a few times per month. 13% do a few times every three months. 8% shop at big box stores less frequently than once every three months. And 15% never do.

Of those who have shopped at big box stores, 52% said they have shopped at Walmart in the past. And 76% said they shop at Walmart regularly, making it the most popular of the big box stores and superstores listed.

Walmart Oscars Ad

Overall, 44% of respondents said that they are certain or practically certain about choosing Walmart the next time they shop at a big box store. And 24% said that it would be very probable. Of those who viewed the Oscars teaser ad, 43% said they would be certain or practically certain about choosing Walmart the next time they shop at a big box store. And 25% said it would be very probable.

In addition, 34% of respondents said that they are at least somewhat likely to watch the Academy Awards this year. Of those potential Oscars viewers, 49% said that they would be certain or practically certain about choosing Walmart the next time they shop at a big box store. And 29% said that it would be very probable.

Brand Attributes

In general, respondents didn’t rank Walmart especially highly in terms of any positive attributes. But popularity and variety were the two that were most closely aligned with Walmart in the minds of respondents. Watching the teaser ad didn’t have much of an impact on how consumers saw the brand.

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Key Takeaways

The Walmart teaser ad made almost no impact on respondents as a whole. But it did seem to have a fairly positive impact on those who plan to actually watch the Oscars. And that’s good news, since that’s when Walmart will actually be airing the short films that are big part of the promotion. But according to the results, even just the simple teaser can have a positive impact on its own, as long as it’s targeted only to those consumers who are likely to watch the awards show. So Walmart could potentially benefit from focusing on airing ads during programming related to the Oscars or even using the same targeting options as ads that are specifically for the awards show.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Walmart by Mike Mozart under CC BY 2.0

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on January 26 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.