The Ask
Walmart wants to increase authentic engagement on social media by encouraging community participation and user generated content. The goal is to make Walmart feel more relatable and community driven rather than just a retail brand.
The Problem
Walmart’s current social media presence primarily focuses on product promotion showing items, deals, and holiday sales but lacks interactive, culturally relevant, or community based campaigns. There’s minimal user involvement beyond likes and comments.
Client/Brand Background
Walmart is one of the largest retail corporations in the world, known for low prices and accessibility. However, on social media, Walmart struggles to position itself as a lifestyle brand one that connects emotionally with its customers. Most of its engagement revolves around transactions, not experiences.
The Insight
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The Insight *
People love cookouts because they’re about connection, not just food. But with inflation and rising food costs, hosting one can feel expensive. The average American wants to prove they can still have a good time and feed their people without breaking the bank.
The Opportunity
Walmart can become the brand that helps people celebrate life affordably. By giving people a creative challenge — to host a cookout for under $50 Walmart empowers customers to showcase how smart shopping can bring joy and community together.
The Solution: The “$50 Cookout Challenge”
Launch a social media challenge across TikTok, Instagram, and X (Twitter) where users must:
Shop at Walmart with a $50 budget.
Create their best cookout (grill, sides, drinks, etc.).
Share their post with the hashtag #Walmart50Challenge and tag @Walmart.
Walmart reposts the best videos weekly, rewarding winners with gift cards or cookout kits.
This campaign transforms Walmart from a store brand into a community brand one that celebrates creativity, affordability, and togetherness.
Next steps:
Launch influencer partnerships with budget and food creators.
Develop a dedicated Walmart Cookout landing page featuring the best videos.
Extend the concept seasonally (“$50 Tailgate Challenge,” “$50 Holiday Feast,” etc.).
Conclusion
