Walmart Go Back Big / The Back to School Campaign So Fresh, Lana Del Rey Ripped It Off

IDEA

We worked with award-winning director Dante Ariola to help us create an epic, cinematic film that brought to life every kid’s fantasy to go back big. Not only was this campaign the highest performing back-to-school campaign in 2019, beating out Nike and Target, it also became the inspirational music video treatment for Lana Del Rey’s hit summer song, “Doin’ Time.”

IMPACT

According to a Yougov poll conducted in August, it “took the pulse of the relationship between a brand’s word-of-mouth exposure and actual purchase consideration, demarcating the difference between brands that are simply buzzworthy and those that will actually perform well in the back-to-school season.

For instance, Walmart—clearly a dominant force in 2019—scored highly in both metrics, outperforming all brands and retailers in both word-of-mouth exposure and purchase consideration.

In terms of top value, respondents said thatWalmart will be the foremost retailer in that respect this year, earning a value score of 41.5 from the poll’s respondents on a scale of -100 to 100.

YouGov’s poll was able to identify the brands that gained the most ground with shoppers over the summer as they prepare for the back-to-school season.

Walmart led all brands and retailers in the poll with a purchase consideration rating of 54 percent, far ahead of Nike’s 38 percent in second place. Target rounded out the top 3 at 34 percent.”