Sunday, July 17, 2016

How Walmart Made the Transition to Brand Storytelling

How Walmart Made the Transition to Brand Storytelling: Hopefully your situation is better than the one that Chad Mitchell, Walmart’s senior director of digital communications, found himself in last year. Newly arrived at the world’s largest company by revenue, Mitchell found the brand’s social interaction with customers was wanting. Its vehicle was an old Web site that felt even older since it was updated just twice yearly. Mitchell acted quickly, transforming the moribund site into Walmart Today, a sprawling news operation patterned on the digital newsrooms of other Fortune 500 brands, such as Coca-Cola. Accordingly he added digital staff and charged them with telling the brand’s story with new content weekly, ranging from stories about the company’s global operations to features on its 2 million+ employees. In about one year on the job, Mitchell's team has seen the site gain 1 million monthly uniques. Even better, the brand has boosted its reputation 15%.

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