Walmart: Together Somos Más

Retailer Walmart created the Together Somos Mas campaign to drive relevance and affinity among millennial and Gen Z Hispanics during Hispanic Heritage Month (HHM) in the United States.

Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.

In 2021, Walmart wanted to build on its 25+ years of commitment to the Latino community by developing a Hispanic Heritage Month campaign that commemorated this history but that also addressed younger bicultural Hispanics where the brand was losing relevance and affinity.

We conducted extensive research made up of 6 focus groups among young Hispanic millennial moms, over a dozen in-depth individual interviews and followed up a quantitative survey to validate our findings.

Our research showed that Latino youth were becoming advocates at unprecedented levels, voicing longstanding...

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Insights Team
Bray Leino

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