"I see eyes in my soup": How Delivery Hero implemented the safety system for ...
Lattitud - Walmart Case
1. 9/15/2011 :: 1 3 Recent projects that showcase our delivery capacity Walmart Jogo Justo (‘Fair Game’) Support #Wguitar WalmartAtende (Walmart Care)
2. Background In 2008, Walmart created its e-commerce, along with the social media boom Problem Our main challenge was to insert an unknown brand in the social networks, engaging consumers, creating interaction and being 365 days in touch with this environment’s audience. Main channels are: Blog Twitter Facebook Walmart | In the Social Networks 9/15/2011 :: 2
3. Walmart | In the Social Networks Insight In our properties we decided to implement daily dynamics to generate a high engagement level, as the examples that follow: #JogoJusto #Wguitar @Walmart_Atende 9/15/2011 :: 3
4. Problem Taxes are among the main problems in Brazil regarding the buying of products, specially games, that were inserted in the ‘gambling’ category and therefore receive a great amount of taxes (124% over the price). Insight Price is the main obstacle that keeps people from buying. Walmart | Apoioao Jogo Justo (‘Fair Game’ Support) 9/15/2011 :: 4
5. Solution Walmart, thus, decided to support a small group of gamers (the Jogo Justo - Fair Game - Movement) who were fighting against this high taxation – and was the only retailer in Brazil to do so. Its move was to drop games’ prices to its original ones – removing (and paying) for the taxes – showing this category of clients (gamers) that it was side by side with society, fighting for better buying conditions. With Walmart’s help, the cause gained voice and grew in power and visibility in the society and in the media. Walmart | Apoioao Jogo Justo (‘Fair Game’ Support) 9/15/2011 :: 5
6. Results With Walmart’s help we got to Twitter Worldwide Trending Topics (along with Brazil and São Paulo TTs) with the #jogojustohashtag. In the ‘Jogo Justo Day’ Walmart sold, in the social networks, the equivalent of a 2 month sales. Content was spontaneously produced and spread across the internet by users. We became news in the main news broadcast program of Brazil, JornalNacional of Globo TV – that has the most expensive media break in the country. We helped and increased the discussion about the huge amount of taxes in Brazil, not only regarding games, but in the Brazilian sales system as a whole. Walmart | Apoioao Jogo Justo (‘Fair Game’ Support) 9/15/2011 :: 6 Link: http://www.youtube.com/watch?v=7dul1zpJpWY
7. Walmart | #Wguitar Background Onthe 9th ofJune, Google launched a doodle in dedicationoftheguitarristLes Paul – turning its logo to a playableguittar (userscould use the mouse orthe keyboard to play real musics). It was onde ofthemostcommentedtopicsandstoodalmostthewholeday in theTwitter World TrendingTopics. Insight Get a ride in the buzz and make people produce songs using the doodle, talk and participate with the #Wguitarhashtag. Solution Because we were just a few day before Valentine’s, we asked people to develop love songs using the Google tool. Also, as an incentive, the best love song played with the doodle was to award its creator with a prize – related to the subject: one Guitar Hero Warriors of Rock. 9/15/2011 :: 7
8. Results Westartedthecontestat 19h40, got to theBrazilianTrendingTopics in 20 minutes andstood in thatposition for more than 2 hours. Wegotsuch a repercussionthat some peoplethoughtthatthe #Wguitarwastherightnameofthedoodle. Walmart | #Wguitar 9/15/2011 :: 8 WinnerTweet
9. Background Problem Walmart was facing a strong problem regarding costumer care in its channels Online Chat: 20 minutes minimum time to get to talk to an attendant CC E-mail: 48h delay to receive an answer Phone Attendants: 7 minutes minimum time to get to talk to somebody – 48h to get an answer Walmart | WalmartAtende (Walmart Care) 9/15/2011 :: 9
12. Results Walmart’s engagement was so huge that consumers started to declare their proud and care with the brand. Fans now name themselves #Wgamers. We won the ‘Blue Diamond’ prize for two years in a row, as the best e-commerce in Brazil – elected by our costumers. Walmart | A Success Case 9/15/2011 :: 12 ‘Blue Diamond” prize #Wgamer support ‘Blue Diamond” congrats
