DEUTSCH | WALMART+

To build deeper trust for Walmart+, the "Moms Answer Moms" campaign transformed traditional Mother’s Day advertising into a real-time community utility. Recognizing that parents value peer-to-peer advice over brand messaging, the strategy created a digital space where influential TikTok moms—including Paris Hilton, Tia Mowry, and Aislinn Derbez—could provide authentic solutions to everyday parenting struggles. This shifted the brand's role from a simple service provider to a helpful ally, positioning Walmart+ as the "Mother of All Savings Memberships."

The campaign’s high-agility execution delivered record-breaking engagement, starting with a call for questions that generated over 10,000 community inquiries in just 24 hours. A dedicated production team then wrote, filmed, and edited 54 personalized response videos in a two-day "live" activation, resulting in over 161 million views across TikTok. This community-first approach earned a Gold Shorty Award for Vertical Video, proving that prioritizing genuine utility over standard promotion can drive significant brand sentiment and reach.

DIGITAL SPOTS

How to Stay Sliving as a Busy Mom of Two - @parishilton

Consejos para Combinar la Ropa de tus Hijos - @aislinnderbez

Mom's Me Time: Setting Boundaries with a Walmart Plus Membership - @tiamowry

AWARDS

Gold Honor in Vertical Video (The Shorty Awards)

Finalist in Real Time Response, TikTok Partnership, Retail & E-Commerce (The Shorty Awards)

PRESS

The top 5 brand TikToks you need to know about right now (AdAge, April 2024)

Mother’s Day 2024—How Calm, DoorDash and other brands are honoring moms (AdAge, April 2024)

Walmart+ enlists celebrity moms to answer TikTok questions for Mother’s Day (Yahoo, April 2024)