Walmart+ x Paramount+

To answer to Amazon Prime, Walmart launched Walmart+. Since it’s inception, our team had struggled to market Walmart+ in a social-first way—any content required disclaimers and layers of approvals, so the content always ended up feeling like an ad, despite it being created for our organic channels.

In October 2023, Walmart+ partnered with Paramount+ to include a subscription with Walmart+ membership. Paramount+ had added new Halloween shows and movies to the platform and wanted to use that as the way in for a piece of content announcing the partnership.

I concepted a ‘movie night’ angle in which the Walmart+ x Paramount+ messaging would be secondary to the storytelling. This was a hard sell to the Walmart+ team, but after several rounds of concepting, they finally agreed to test it out. When adding copy, we met in the middle, and the asset was by far the most succesful piece of organic Walmart+ content to date.

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