Walmart Vision Centers
THE COMPANY
Walmart Vision Centers offers eye exams, affordable prescription glasses, and contact lenses, all in one convenient location. Located inside Walmart all around the United States, they bring value to a overpriced market.
MY ROLE
I was sourced to create multiple campaigns for different eyeglass lens products, with a range of HTML5 Ads, Video Ads, Text Ads, and Social Media content. Over the past few years, there was a decline in customers, and the marketing team tried to help reengage clients to come in and visit stores.
CREATIVE FIELDS
HTML5 Ads, Text Ads, Sponsored Videos, Video Production, After Effects Graphics, Photography
THE COMPANY
Walmart Vision Centers offers eye exams, affordable prescription glasses, and contact lenses, all in one convenient location. Located inside Walmart all around the United States, they bring value to a overpriced market.
MY ROLE
I was sourced to create multiple campaigns for different eyeglass lens products, with a range of HTML5 Ads, Video Ads, Text Ads, and Social Media content. Over the past few years, there was a decline in customers, and the marketing team tried to help reengage clients to come in and visit stores.
CREATIVE FIELDS
HTML5 Ads, Text Ads, Sponsored Videos, Video Production, After Effects Graphics, Photography
Identify areas needed for improvement
While ideating this campaign, the team identified the target markets needed for the web ads, and videos. Amongst the many markets, we decided on: Photochromics (Light sensitive lenses,) lenses with blue light protection, ads directed toward parents of children going back to school, older generations that wear progressive lenses, and a general “adult” focused direction.
Produce Content for ad campaign
After identifying the target markets, we brought on the help of a production company to help plan a 2 day shoot with our team, and the Walmart team to create various scenarios in an urban setting, as well as, a aspirational home. I specifically directed the video production team, where we followed a extensive shot list to ensure we captured all the content needed for this campaign.
Video Ads
Above, is a comparison of one series of video ads that was used to promote Walmart’s Photochromic lenses line; Velocity X. This comparison just shows how the video content is translated to different sizes for various ad needs on social media. Sizes included were 1920x1080, 1080x1920, 1350x1080, and 1080x1080.
This is a collection of different ads than ran during this campaign focusing to the different target markets identified at the beginning of this project. My role in this was to create the content during the video/photo shoot, do all the post production on the editing side and motion graphics before handing them off to the retail digital marketing team to roll out online.
HTML5 WEB ADS
Along with video ads, we ran Google web ads, and text ads in various sizes. Before this campaign came about, I was using GIFs to create these, but that was older technology that was considered dated. I proceeded to learn in my own time, how to use Google Web Designer to produce high quality HTML5 Ads for this campaign. This is just a small sample of the different ads we ran during this time. Web ads created were at sizes: 300x600, 300x250, 728x90, and 320x50.
LANDING PAGES
Both video ads, and web ads needed to funnel somewhere to track the metrics. We then created matching landing pages to each ad, where perspective customers can read more and find where a Walmart Vision Center is closest to them. On the right, there is an interactive map that shows your location, where customers can enter this state, city, or zip code to find Vision Centers near them. On the right, you can see the map with different locations that show their phone number and address to schedule an appointment.
RESULTS AND ANALYTICS
The Walmart Vision Center team was very happy with the results as they were seeing a decline in customers due to post-covid times, and the current economy. This campaign has helped generate over $7 Million dollars, with over 42 Million impressions, over 470,000 engaging with the campaign, and converting over 23% to new customers and revenue at Walmart Vision Centers in the US.
