Walmart+

The Brief:

Walmart+ was launching into a category dominated by Amazon Prime – not just as a delivery service, but as a default habit. The challenge wasn’t awareness; it was relevance. Walmart needed to appeal to radically different audiences – party planners, pet owners, backyard grillers, busy families – without sounding generic, promotional, or one-size-fits-all.

Paid social needed to do more than announce a service. It needed to speak fluently to each audience in their own cultural language while reinforcing a single core benefit: fast, easy home delivery for real life.

The Solution: 

We built a modular paid-social content system that translated Walmart+’s value proposition into multiple audience-specific narratives. Rather than forcing one message across all demos, we leaned into behavioral insight and cultural shorthand – meeting people where they already were.

Party planners saw playful, high-energy animations that emphasized ease and speed. Pet owners got humorous, character-driven videos voiced from the obsessive inner monologues of dogs and cats. Backyard grillers saw authentic, hands-on demonstrations framed around real moments, not marketing polish.

Across formats, the work prioritized entertainment, clarity, and platform-native storytelling – using tone, pacing, and visual language that felt native to social feeds, not repurposed from traditional advertising.

I conceived the concepts, wrote scripts and post copy, and oversaw production across the series.