Lattitud - Walmart Case


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Lattitud - Walmart Case

  1. 1. 9/15/2011 :: 1<br /> 3 Recent projects that showcase our delivery capacity<br />Walmart<br />Jogo Justo (‘Fair Game’) Support<br />#Wguitar<br />WalmartAtende (Walmart Care)<br />
  2. 2. Background<br />In 2008, Walmart created its e-commerce, along with the social media boom<br />Problem<br />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.<br />Main channels are:<br />Blog<br />Twitter<br />Facebook<br />Walmart | In the Social Networks<br />9/15/2011 :: 2<br />
  3. 3. Walmart | In the Social Networks<br />Insight<br />In our properties we decided to implement daily dynamics to generate a high engagement level, as the examples that follow:<br />#JogoJusto<br />#Wguitar<br />@Walmart_Atende<br />9/15/2011 :: 3<br />
  4. 4. Problem<br />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).<br />Insight<br />Price is the main obstacle that keeps people from buying.<br />Walmart | Apoioao Jogo Justo (‘Fair Game’ Support)<br />9/15/2011 :: 4<br />
  5. 5. Solution<br />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.<br />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.<br />With Walmart’s help, the cause gained voice and grew in power and visibility in the society and in the media.<br />Walmart | Apoioao Jogo Justo (‘Fair Game’ Support)<br />9/15/2011 :: 5<br />
  6. 6. Results<br />With Walmart’s help we got to Twitter Worldwide Trending Topics (along with Brazil and São Paulo TTs) with the #jogojustohashtag.<br />In the ‘Jogo Justo Day’ Walmart sold, in the social networks, the equivalent of a 2 month sales.<br />Content was spontaneously produced and spread across the internet by users.<br />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.<br />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.<br />Walmart | Apoioao Jogo Justo (‘Fair Game’ Support)<br />9/15/2011 :: 6<br />Link:<br />
  7. 7. Walmart | #Wguitar<br />Background<br />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).<br />It was onde ofthemostcommentedtopicsandstoodalmostthewholeday in theTwitter World TrendingTopics.<br />Insight<br />Get a ride in the buzz and make people produce songs using the doodle, talk and participate with the #Wguitarhashtag.<br />Solution<br />Because we were just a few day before Valentine’s, we asked people to develop love songs using the Google tool.<br />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.<br />9/15/2011 :: 7<br />
  8. 8. Results<br />Westartedthecontestat 19h40, got to theBrazilianTrendingTopics in 20 minutes andstood in thatposition for more than 2 hours.<br />Wegotsuch a repercussionthat some peoplethoughtthatthe #Wguitarwastherightnameofthedoodle.<br />Walmart | #Wguitar<br />9/15/2011 :: 8<br />WinnerTweet<br />
  9. 9. Background<br />Problem<br />Walmart was facing a strong problem regarding costumer care in its channels<br />Online Chat: 20 minutes minimum time to get to talk to an attendant<br />CC E-mail: 48h delay to receive an answer<br />Phone Attendants: 7 minutes minimum time to get to talk to somebody – 48h to get an answer<br />Walmart | WalmartAtende (Walmart Care)<br />9/15/2011 :: 9<br />
  10. 10. Walmart | WalmartAtende (Walmart Care)<br />9/15/2011 :: 10<br />CostumerCare complete flow<br />COMPLAINT<br />WALMART’S FEEDBACK<br />CLIENT ANSWER<br />(4 hourslater)<br />PROBLEM SOLUTION<br />CLIENT’S THANKS<br />
  11. 11. 9/15/2011 :: 11<br />Walmart | Walmart Atende (Walmart Care)<br />CostumerCareevolutionthrough Social Network<br />
  12. 12. Results<br />Walmart’s engagement was so huge that consumers started to declare their proud and care with the brand. Fans now name themselves #Wgamers.<br />We won the ‘Blue Diamond’ prize for two years in a row, as the best e-commerce in Brazil – elected by our costumers.<br />Walmart | A Success Case<br />9/15/2011 :: 12<br />‘Blue Diamond” prize<br />#Wgamer support<br />‘Blue Diamond” congrats<br />
  13. 13. 9/15/2011 :: 13<br />Thank you!<br />Obrigado!<br />Gracias!<br />Merci!<br />Grazie!<br />Arigatô!<br />Vielen Dank!<br />TerimaKasih!<br />谢谢您!<br />Dhanyawad!<br />