Walmart World magazine has been around for five decades, ever since Sam Walton wrote the first issue on his typewriter. Pace transformed it into a multi-channel content experience aimed at helping Walmart associates feel ownership and pride in the business. To do that, we dispatched our journalists into stores and events to find stories that bring Walmart culture to life.
Challenge
Walmart’s employee engagement program struggled with low participation and management follow-through. Over a third of employees opted out of the annual engagement survey, signaling discontent.
Solution
Our engagement with Walmart began with the management of a massive employee magazine. As we explored dozens of associate stories, however, we developed program to better share the true voices of these associates at the local level. Walmart employees in 48 states became the brand storytellers, connecting with their own communities and building relationships through hyperlocal social content.
Pace provided the toolkits, training and guardrails to initiate the program in each participating location. Once parameters were established, local Walmart teams operated with a high level of autonomy, highlighting their own storefronts and communities in an efficient and authentic way while we continued to tell the brand’s story at a wider level.
20M
average impressions per week from employee-generated content
67%
increase in employee positive sentiment from story engagement
3 in 4
readers say the content makes them proud
75%
lift in weekly store participation YOY
