What customers need to hear from you during the COVID crisis

As the COVID-19 virus pandemic began to sweep across the world, Doug McMillon and his team at Walmart watched in horror. Suddenly, they realized, tomorrow would be nothing like “business as usual” and everything in the company’s marketing plan, from retail execution to advertising creative and media, would need to be rethought.
Recognizing that their existing brand creative might strike the wrong tone with people fearful for their own and their community’s health, and anxious about their personal and the world’s rapidly deteriorating economic situation, the Walmart marketing team pivoted quickly to produce and air new advertising creative that tapped into the rapidly changing zeitgeist. The result, the  Retail Heroes campaign, featured CEO McMillon Zooming in remotely from home to thank the one million Walmart front line employees for their dedication to their work, he calls them heroes, not just to the company, but also to people around the globe. Read more…