From pancakes to Star Wars: how Asda ramped up its digital content

This event report relates how UK supermarket chain Asda developed its approach to producing digital content over the course of a year.

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...

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