Who Knew?
Everyone knows Walmart for low prices and groceries. The problem is, that’s all they know. Walmart has changed a lot, now offering a vast assortment, express delivery, and membership perks, but most shoppers still saw it as the same old store. We needed to break that “I already know Walmart” mindset and show people how much it’s evolved.
Walmart Creative: David Hartman, Jillian Haney
Walmart Marketing: William White, Courtney Carlson, Ana Schechtman
Agency: Publicis
Director: David Gordon Green
Walmart Creative: David Hartman, Jillian Haney
Walmart Marketing: William White, Courtney Carlson, Ana Schechtman
Agency: Publicis
Director: David Gordon Green
The Approach
We launched a full-funnel Who Knew campaign built to surprise people with what Walmart actually offers. Each TV spot concluded with a line that captured that moment of rediscovery, “The Walmart you thought you knew is now new.”
We launched a full-funnel Who Knew campaign built to surprise people with what Walmart actually offers. Each TV spot concluded with a line that captured that moment of rediscovery, “The Walmart you thought you knew is now new.”
How We Did It
We showed off unexpected finds from saunas to pianos to dancing shoes, partnered with Walton Goggins, appeared across sports and late-night TV, and turned real Reddit threads into ads. The Walmart app was the hero, proving you can get anything fast—all set to an iconic earworm that put Walmart back in culture.
We showed off unexpected finds from saunas to pianos to dancing shoes, partnered with Walton Goggins, appeared across sports and late-night TV, and turned real Reddit threads into ads. The Walmart app was the hero, proving you can get anything fast—all set to an iconic earworm that put Walmart back in culture.
The Results
The campaign didn’t just get attention, it changed how people saw Walmart. Perceptions around assortment, speed, and innovation all jumped. Even longtime fans admitted there was a lot they didn’t know.
The campaign didn’t just get attention, it changed how people saw Walmart. Perceptions around assortment, speed, and innovation all jumped. Even longtime fans admitted there was a lot they didn’t know.
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Media Integration
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Reddit OOH Partnership
WhoKnewVille
We had a big idea with Who Knew. Heading into our first holiday season with the new platform, we needed to extend it in a way that felt natural but still broke through. Enter WhoKnewVille: a magical, whimsical holiday world where Whos turn to Walmart for everything they need, from gifting to savings to fast, reliable delivery.
The campaign needed a standout performance from our frontman, Walton Goggins. As it turns out, the internet had already cast him; we simply listened, leaned in, and brought that idea to life.
Walmart Creative: David Hartman, Jillian Haney, Fiona Mitchell
Walmart Marketing: William White, Jennifer Sheets
Agency: Publicis
Director: Marc Webb
The campaign needed a standout performance from our frontman, Walton Goggins. As it turns out, the internet had already cast him; we simply listened, leaned in, and brought that idea to life.
Walmart Creative: David Hartman, Jillian Haney, Fiona Mitchell
Walmart Marketing: William White, Jennifer Sheets
Agency: Publicis
Director: Marc Webb
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Walmart’s Top Brands
Our story begins with a 90-second YouTube masthead placement, introducing WhoKnewVille and Walmart’s top brand gifts.
Our story begins with a 90-second YouTube masthead placement, introducing WhoKnewVille and Walmart’s top brand gifts.
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Black Friday Deals & Cyber Monday
As the story unfolds, Mindy teams up with the Grinch to spread the word across WhoKnewVille about the season’s biggest deal events and unbeatable savings.
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Grinch Express Delivers
As our story draws to a close, Mindy and the Grinch race through WhoKnewVille with Walmart Express Deliveries, saving the day for last-minute shoppers and reinforcing that Walmart is here to help every step of the way.
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We extended that campaign with disruptive out-of-home placements, where the Grinch’s hand created mischief by stealing great gifts for Walmart Black Friday deals.