From pancakes to Star Wars: how Asda ramped up its digital content
Brian CarruthersWarc
2015 was a steep learning curve for Asda, the Walmart-owned UK supermarket chain, at least as regards digital content. Back in the first quarter of the year, it was posting pictures of owl-shaped pancakes on social media; by the fourth quarter it was flying in a film director from the US to direct a video to promote Star Wars merchandise on sale in its stores.
Chris Chalmers, senior director/digital marketing, media & CRM at Asda, outlined a year of change, trials, successes and failures to...