Our campaign for Walmart created quite the Star Wars buzz on social media. In response to our influencers, followers even included their own Star Wars-related hashtags and joked about completely decking out their rooms with Star Wars even if they didn’t win the campaign.
On Walmart’s end, it saw the results of this social media chatter. It was able to reach a customer base that was not its typical Walmart customer– 99% of the customers driven to the Walmart Star Wars collection page were new Walmart customers. The campaign also generated a 6% engagement rate, which was even higher than the rate that Walmart typically saw through its search engine marketing efforts. In December, our campaign helped to lift the Star Wars collectible gaming disc sales and dramatically increase the database of user-generated content that Walmart could repurpose in the future.