When kids go back to college, they are full of excitement for the new experiences. But soon they realise they feel underprepared for the realities of adulting and they miss the one person who effortlessly guides them through it all. Their moms. Much like moms, Walmart has a solution to everything. So with this campaign, Walmart becomes their mom away mom. Walmom, an assuring and cheeky entity that is always looking out for her kids and giving them the right tips to survive college.

Make a campaign that encourages students going back to college to think that Walmart is cool and choose it over Amazon.

2x Finalist in Young Ones Student Awards 2026.
Finalist in Integrated Campaign
Finalist in Experiential & Immersive

How was this executed?

Walmom started dropping some fiery comments under the kids' posts! And well...

She proceeded to invite them in, on her Instagram broadcast channel to keep in touch with her precious babies.

The messages started flying through and the mom energy was lighting up kids' screens and faces.

With the hotline number posted in and around the campus. Walmom was a call away.

Walmom even recruited moms to show up in person to pick up kids for trips to Walmart.

Partners:

Fiona Henne
Gavin Johnson

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