To answer to Amazon Prime, Walmart launched Walmart+. Since its launch, marketing Walmart+ in a social-first way had been a challenge. Strict disclaimers, multiple approval layers, and brand guardrails often made organic content feel like traditional ads.
In October 2023, Walmart+ partnered with Paramount+ to include a streaming subscription with membership. Paramount+ had just added new Halloween movies and shows, and we needed a piece of content to announce the partnership. The challenge? I could only show the approved still movie poster with the Paramount logo — nothing else from the films or shows.
To work around this, I concepted a “movie night” angle where Walmart+ x Paramount+ messaging became a secondary layer to the storytelling. I built the scene through set design, props, and atmosphere, creating an organic-feeling post that spoke to the experience rather than the promotion.
It took several rounds of pitching to get the Walmart+ team on board, but they agreed to test the approach. The result: the most successful organic Walmart+ content to date.
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